Here is a recent example of attention grabbing and fun communication for a brand that challenges the generally accepted idea that digital and connected is a better way to do things. The sequence works because it is a caricature of our collective behaviors and consensus about how great Apple's ads are. Of course it could backfire, but that would require a serious competitor to IKEA with great agility and a world-class cross-channel commercial organization able to show the audience how a smart catalog with all the right tools could beat its more traditional competitors. Given that such a player only exists in the future and has a name starting with I and ending with A, today's IKEA can safely play this marcoms game.
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