Ikea Mocks Apple in New Catalog Ad

Ikea usually comes up with a new concept for the catalog each year, or at least a new way to promote it. This year is no different. The company recently released a clever new ad that subtly mocks Apple's self-important iPad commercials by suggesting that print exceeds the power of digital media.

According to a Sept. 3 Adweek article, the campaign, by BBH Asia Pacific, invites consumers to "experience the power of a book" and rediscover "the original touch interface." Amazing features include "eternal battery life" and pages that "load instantly, with zero lag." As the on-screen narrator says, "It's not a digital book, or an e-book. It's a bookbook™."