Last year, IKEA redefined how we think of a furniture catalog by using augmented-reality technology to show us what their products would actually look like in our homes. For the 2015 edition in Singapore, they’ve taken a different tack, choosing to parody the gee-whiz commercials Apple produces for its orchard of iProducts. Yet it’s how IKEA has done this that really makes us smile.
Differentiating it from ebooks, they describe the new catalog as a “bookbook” that has an “eternal” battery life, features “tactile touch technology,” and comes preloaded with more than 300 pages of content. In short, this video is one of the best commercials for print we’ve seen.