Happy Monday! IKEA has been on a roll lately with its ad blitz. Check out its latest ad, a play on cooking and kitchen decor, as the character slices and dices furniture together to make the perfect kitchen. The tiny little workable tap at the end is a nice bonus – just enough to be cute and not tacky.
Another ad enlists prominent German literary critic Hellmuth Karasek to critique what is effectively the world’s most circulated book – IKEA’s catalogue, which currently stands at twice the number of Bibles printed per year. We’re not sure if it works as well as the kitchen ad, but watch it for yourself:
“It is a furnished novel,” he says. “The characters are forced to crowd themselves between the furniture, they seldom get their say, they barely speak coherently — and yet this work has become such a success.”
Hellmuth Karasek is probably Germany’s most famous living literary critic, and so perhaps it is his intellectual duty to examine the book that calls itself the world’s most circulated. That book is Ikea’s annual catalogue, with twice as many copies as the Bible printed each year.
In a new promotional video for the Swedish furniture firm, Karasek turns his faculties to the catalogue, treating it as if it’s an attempted piece of literature.