Ikea Singapore/YouTube

Have You Seen This? ‘Experience the power of a bookbook’

By Martha Ostergar | Posted - Sep. 8, 2014 at 1:15 p.m.



This archived news story is available only for your personal, non-commercial use. Information in the story may be outdated or superseded by additional information. Reading or replaying the story in its archived form does not constitute a republication of the story.

AN IKEA NEAR YOU — Ikea is known for selling gobs of affordable Swedish-style furniture and giving odd names to all its products, but it isn’t particularly known for clever advertising.

Today that changes, because Ikea has introduced its "new product," the bookbook, through an online commercial that has received over 8 million views in five days. The commercial not only shows a tongue-in-cheek self-view, but it also good-naturedly teases anyone who can’t wait to get his hands on the newest of the new tech gear.

The video begins like any other tech video, with a promise of a new product that will make users' lives simpler and better.

“You know, once in a while something comes along that changes the way we live, a device so simple and intuitive, using it feels almost familiar,” character Jörgen Eghammer, chief design güru, says in the video.

Arguably the best part of the commercial is the appropriation of tech buzz words and phrases to describe the catalog and the basic motor skills used to peruse a catalog, such as interface, tactile touch technology, pre-installed, high definition, lag and application, to name a few.

As the video says, you can get a bookbook by “refreshing” your mailbox until your catalog appears or “download” yourself to an Ikea to pick one up. Then you, too, can “enjoy the power of a bookbook.”

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Martha Ostergar

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