Swedish furniture giant IKEA's tongue-in-cheek video on its 2015 catalogue has gone viral with more than 8 million views on YouTube.
'At only 8mm thin, and weighing in at less than 400g, the 2015 IKEA Catalogue comes pre-installed with thousands of home furnishing ideas,' reads the caption underneath this trending video. Sounds like a high-tech gadget, right? But it doesn't look like it.
So, when in the video IKEA's design expert Jorgen Eghammer starts to narrate the BookBook's features, two predominant thoughts emerge:
a. Either, 'it's a really, really cutting edge tech gadget so, much like a book that one can't tell it from a book' (especially when he says that it comes fully charged with an eternal battery life - oh yeah, he said that!)
b. or, 'how is it even different from a book?'
As the two and a half minute video proceeds, the sarcasm is almost palpable - dripping from every word Eghammer utters.
Today, people all around the world have woken up to the big Apple announcement. Meanwhile, this IKEA advert parody has already made headlines.
The 'sharing' and 'voice activated' password protection features will have you rolling with laughter.
Watch: