A hilarious two-minute video demos the technological innovations of Ikea's new 2015 paper catalog.
"At only 8 mm thin, and weighing in at less than 400 g, the 2015 IKEA Catalogue comes pre-installed with thousands of home furnishing ideas," according to Ikea's official YouTube page in Singapore.
In the video, a "chief design guru" named Jorgen Eghammer acts as a pseudo hybrid between Apple's senior vice president of design Jony Ive and late founder Steve Jobs.
"Once in a while, something comes along that changes the way we live, a device so simple and intuitive, using it feels almost familiar," the man says in the video, shot against a stark white background customary in Apple product demos. "Introducing the 2015 Ikea catalog. It's not a digital book or an e-book. It's a book book."
The video proceeds with rotating product shots of the catalog. The Ikea website in Malaysia and Singapore features a flash site with instructions to "simply touch and drag to browse."
"The first thing to note is no cables, not even a power cable. The 2015 Ikea catalog comes fully charged and the battery life is eternal," Eghammer says.
The ad campaign will be featured in Singapore and Malaysia, including newspaper, outdoor, radio and cinema ads, according to Adweek.
A spokeswoman for Ikea said a regional creative agency BBH was hired to create this “bookbook” ad concept which launched for IKEA Singapore and IKEA Malaysia.