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Comment by bruceboughton | Hacker News Reader

I'm surprised that someone like IKEA has gone for this. These sort of mock ads usually come across as quite petty, especially for big organisations.

It seems more appropriate for something like the Somersby Cider commercial (www.youtube.com/watch?v=Y3rNQ2pTyAY) where the product is already light-hearted to some extent.

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> These sort of mock ads usually come across as quite petty, especially for big organisations.

I think the trick here is that Ikea isn't competing with Apple, so it doesn't come across as trying to make fun of Apple's style, it's just having fun with Apple's style.

Well said. I didn't get a malicious feeling from Ikea. More playful than anything.

Yeah I think the headlines are trying to bait us. I felt like Ikea was poking fun at the digital vs physical world. The ad style was definitely lifted from Apple but the "specs" approach could be any new device "No lag! Each page loads instantaneously via tactile touch" or whatever. Quite good.

We are discussing it on HN, I saw it on Reddit and someone told me a friend shared it with them on Facebook.

I say this ad worked.

I don't know if this is as much a mock ad against a particular company(those are the ones that typically come off petty) and more about trying to relay to the consumer there is more to life than a touchscreen device.

This ties into IKEAs brand perfectly. The more you care about the "Real World" the more likely you are to spend time(and money) decorating and enhancing your surroundings, like your home.

It's not so much a mock ad as much as it's reinforcing the value proposition of what IKEA brings to the consumer. The ability to enhance the real world. It does so via proxy by reinforcing the value proposition of the real world in general.

Fantastic marketing.

Ikea has a history of irreverent advertising. This ad was pretty well-received:

https://www.youtube.com/watch?v=dBqhIVyfsRg

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