In IKEA's new commercial, the furniture and appliance giant puts Apple to shame in both the technology promoted and the clever style of advertising. Following the style of most Apple adverts, this promotion sells the consumer of a Bookbook - not an ebook or a digital book but a physical catalogue.
To further pitch the catlogue, IKEA positioned itself as a utiltraian. The narrator claimed, "Technology this life enhancing should be in the hands of everyone... So that is why this catalogue is free."
Read more and watch the advert here: http://onlinebrands.co.nz/2014/09/16/ikea-comically-pitches-print-catalogue/
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