The 2015 IKEA Catalogue, iPad style

IKEA Singapore/Malasya announced its 2015 catalog with an Apple-like parody campaign. A video and a ‘product’ website mimics the style and tone of a typical iPad launch campaign, as well as comparing itself to an iPad (as any other tablet). It is a funny and good-spirited poke at the contemporary discussion of paper vs touchscreen.

The “Experience the power of a cookbook™” campaign youTube page reads:

At only 8mm thin, and weighing in at less than 400g, the 2015 IKEA Catalogue comes pre-installed with thousands of home furnishing ideas. Join the revolution at http://IKEA.sg/bookbook or http://IKEA.my/bookbook.

Now, compare it to the original.