We live in an era where innovation enthusiasts salivate over the prospect of an all-new Apple product. People crave the latest gadgets so strongly that they willingly camp out just so they may be first to own such goods. Yet, while this obsession with technology continues to fuel exploration and drive progress, fewer individuals choose to embrace traditional media with each passing day.IKEA, however, understands precisely how tech-dependent our society has become, which truly makes its recent ad campaign one for the books. In this video advertisement, an IKEA spokesperson mocks the typical Apple announcement by revealing the launch of the 2015 IKEA bookbookâ„¢ (a.k.a. its annual catalog). While the name alone carries some sarcasm, the entire ad transcends the average Apple testimonial by criticizing human nature overall. From its tactile touch technology, to its preinstalled content, the bookbookâ„¢ represents all we've lost touch with--figuratively and literally.
"It's not a digital book, or an eBook: It's a bookbook," says the spokesperson, with an element of wonder in his eye. "The 2015 IKEA catalog comes fully charged, and the battery life is eternal!"
While this viral video highlights the brand's self-awareness at every turn, it also calls the consumer's behavior into question by paying homage to physical books and the classic catalog. IKEA underscores the fact that society latches onto the new and lets go of the old simultaneously in the name of innovation, with few paying respect to the very modes of communication that led to such modern advancements. As the ad emphasizes, this "technology" is so simple and intuitive, that it's almost familiar. By promoting the release of said hard copy catalogs, IKEA also encourages consumers to engage with its products in ways they may have otherwise abandoned, as the bookbookï£ª has the potential to become an interactive shopping companion in its own right.
Of course, for those who remain glued to their smartphones and tablets, or for those who simply wish to reduce paper waste, the 2015 IKEA catalog can be found online. But, regardless of platform preference, it's difficult to ignore or deny this campaign's underlying call for simplicity. Experience the humor for yourself by watching the full advertisement below: