Ikea Gets German Literary Critic Hellmuth Karasek to Review its Catalog

Billy Bookcases Meet Goethe in a Wryly Funny Ad From Switzerland

By Alexandra Jardine. Published on Aug 24, 2015

Editor's Pick

Ikea is good at coming up with some wonderfully creative ways of promoting its latest catalogs, including last year's effort from Singapore which poked fun at Apple. Its latest campaign, from Ikea Switzerland, sees the retailer ask famous German literary critic, Hellmuth Karasek, to review the 2016 catalog, based on the fact that it's the most widely distributed "book" in the world.

Karasek takes his task seriously, and he's not exactly complimentary about the catalog, critiquing it for having more pictures than words and for its "strange choice of words" (for example, the line, "we blink with our eyes" -- he asks quite reasonably, what else should we blink with?). He's also scathing of such sentiments as "happiness is a comfy sofa-bed and a strong wi-fi connection." Nevertheless, it's dryly hilarious, a great promotional vehicle for the brand, and indeed a coup that he agreed to do it at all.

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Aug 24, 2015
Wirz Werbung Zürich
Ikea (Switzerland)
Executive Creative Director:
Livio Dainese
Executive Creative Director:
Fernando Perez
Creative Director:
Caspar Heuss
Creative Director:
Michael Schmidt
Art Director:
Luca Schneider
Wolfgang Bark
Production Company:
Big Fish

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