Ikea parodies tech obsession with launch of its 2015 catalogue in Singapore and Malaysia
Ikea has launched its 2015 print catalogue in Singapore and Malaysia with a parody of digital technology and how people use it.
In a demonstration video, created by BBH, the “power of the Bookbook” is unveiled. The video, housed on an Ikea microsite, explains that the Bookbook comes with ‘The Original Touch Interface’, an ‘Eternal Battery Life’ and pages that ‘load instantly, with zero lag’.
The campaign to promote the ‘life enhancing devise’ is also to run with full-page newspaper and 6-sheet outdoor, radio and cinema ads.
The brand’s regional marketing manager Yeong Tze Kuen, said: “Like we say in the campaign, at IKEA we feel that technology that is this life enhancing should be in the hands of everyone. We invite you to download one from your mailbox. The one you open the IKEA store and find one there.”
Credits:
Agency: BBH Asia Pacific
Creative Directors – Tinus Strydom & Maurice Wee
ECD – Scott Mcclelland
Art Director – Germaine Chen
Head of Planning – James Sowden
Business Director – Jun Shea
Project Director – Lesley Chelvan
Account Manager – Manavi Sharma
Account Executive – Cheryl Cheong
Social Strategist – Josie Khng
TV Producer – Daphne Ng
Print Producer – Brell Chen/Lesley Chelvan
Digital Producer – Phil Dabrowski/Chris Salonga
Director – Carlos Canal
Production Company – Freeflow Productions Pte Ltd
Photographer Eric Seow / Nemesis Pictures
Photography Producer Jasmine H
Microsite Developers – Construct Digital
The kind of ad only two people in the world find entertaining…the ones who created it.
ReplyDon’t see anything funny, endearing, charming about it. How about a benefit? Or make one up?
Parodying Apple feels so old and tired. Is it funny? No. I’ve to stop the video after 35sec.
ReplyI beg to differ. There really is no need to blather on the benefits. Everyone knows what ikea stands for. The best ikea advertising around the world taps on the larger collective mores, norms, topics and mood of the market and spin a concept that has talkibility. Eh buy a stool, visit the store, read the catalog.
ReplyWhile not a fan of BBH or ikea products, I think this concept has delivered .
Well done- boys & girls.
The idea has nothing to do with ikea or cheap chic.
Its just some sort of unfunny satire of the pervasiveness of digital lifestyles. What good does it do to mock that lifestyle….the digital generation is your next wave of customers….why make fun if their habits….embrace them.
ReplyCould be an ad for any damn catalogue….sears, harvey norman….not sure if taking the piss out of digital stuff makes sense considering that ikea itself is heavily invested in digital means of developing customer relationships.
ReplyIt’s ‘okay’ but a laboured gag. This could have been 3 times shorter.
ReplyBorrowed interest. Ikea should thank Apple.
ReplyAn outdated borrowed interest. Seen better on YouTube made by amateurs.
ReplyLike all cutting edge (media agnostic) digital creatives, they have optimised this tv spot for social media….for attracting ridicule on social media.
ReplyThe Sun TV Ad – iPhone parody (2009)
“The UK’s best handheld”
http://youtu.be/gk2brfbSG2g
ReplyCheck out the Borders ad done in Singapore where the BBH team is based:
http://www.tvspots.tv/video/22284/borders–an-object
ReplyHave your say