Skip to main content

The Globe and Mail

IKEA pokes fun at Apple with ad for newest catalogue

The ad heralding the launch of the 2015 IKEA Catalogue apes Apple’s strategy with a man sitting against a white background talking rhapsodically about a revolutionary new product: the bookbook.

Fred Lum/The Globe and Mail

Making fun of Apple Inc.'s hyperbolic marketing style is nothing new. But Swedish retailer IKEA AB has refreshed the joke, using Apple's "magical" advertising tone to promote – of all things – an old-fashioned print catalogue.

The ad heralding the launch of the 2015 IKEA Catalogue apes Apple's strategy with a man sitting against a white background talking rhapsodically about a revolutionary new product: the bookbook.

The video goes over the catalogue's specs in minute detail, with a closeup of a hand operating it (i.e., turning pages) in a style that Apple's ads have made famous. It's worth a watch.

Story continues below advertisement

And it's not the first in the marketing community to create humour inspired by the tech giant. Last year, when Google's latest Android marketing system was named Kit Kat, Nestlé SA revamped the website for its chocolate bar brand to mimic the style of a tech company's site. It also revealed in precise detail the specs of the candy, with "diamond-sharp bevels" and a "tri-core, wafer thin CPU."

Apple's inspiration has also been used for more serious purposes. Last summer, Canada's oldest shelter for abused women launched an advertising campaign designed to educate people on issues of abuse. It looked like a smartphone commercial, but instead showed how abusers are using personal technology to control and stalk women.

Report an error Licensing Options
Comments

The Globe invites you to share your views. Please stay on topic and be respectful to everyone. For more information on our commenting policies and how our community-based moderation works, please read our Community Guidelines and our Terms and Conditions.

We’ve made some technical updates to our commenting software. If you are experiencing any issues posting comments, simply log out and log back in.

Discussion loading… ✨

Combined Shape Created with Sketch.

Combined Shape Created with Sketch.

Thank you!

You are now subscribed to the newsletter at

You can unsubscribe from this newsletter or Globe promotions at any time by clicking the link at the bottom of the newsletter, or by emailing us at privacy@globeandmail.com.