The proliferation of digital technology has introduced countless features and applications. And with this progress has come a new vocabulary to describe everything that these digital innovations bring to the table. So, for the launch of its latest catalogue, Ikea has unveiled arguably the most ground-breaking innovation to hit coffee tables: the bookbook.
At first glance, it might seem like nothing more than a print edition of the fancy furniture store’s annual catalogue, and this would be correct. It is simply a book.
But in describing the latest edition in an over two-minute video, Ikea uses language that would be more suited to the latest rendering of the iPhone.
The ad kicks off with the stereotypical music so often used in technology, before an actor says: “Once in a while, something comes along that changes the way we live. A device so simple and intuitive, using it seems almost familiar.”
From this point, the promotion shifts into full-on satire, as the narrator proceeds to describe the book using an impressive array of technological jargon.