Once registered, you can:

  • - Read additional free articles each month
  • - Comment on articles and featured creative work
  • - Get our curated newsletters delivered to your inbox

By registering you agree to our privacy policy, terms & conditions and to receive occasional emails from Ad Age. You may unsubscribe at any time.

Are you a print subscriber? Activate your account.

Ikea Catalog Isn't First Print Product to Spoof Apple Ads

U.K. Tabloid The Sun Proclaimed Itself 'the Must-Have Handheld Accessory of 2009'

By Published on .

Advertising Age Player
Most Popular

Ikea's parody of Apple marketing -- the ad that gushes over the eternal battery life and instantaneous page loading of the Swedish retailer's ordinary paper catalog -- has gone viral. ("It's not a digital book, or an e-book … it's a bookbook.")

Created by BBH Asia Pacific for Singapore and Malaysia, the campaign has reached way beyond those markets, racking up nearly 8.9 million views on YouTube in under a week. And the timing was absolutely perfect, coming ahead of Apple's big device reveal on Tuesday.

Among all the praise, though, a few Twitter commenters have been wondering what the big deal is. They point out that British tabloid The Sun had pretty much the same great idea, five years ago.

The Sun's video, done by Glue London to celebrate the tabloid's 40th anniversary in 2009, also parodied Apple product announcement videos. As a hand pages through an issue of The Sun, a voiceover explains the product's amazing features, such as the ability to share content with friends, by handing them the newspaper.