“It is basically a scandal that the world’s most widely distributed book, with a print run of an astounding 220 million copies, has never been properly reviewed.”
That is what Germany’s influential book critic Hellmuth Karasek had to say when he was asked to offer his literary critique on IKEA’s upcoming 2016 catalog. They may be a Swedish company, but IKEA didn’t let that stop them from tapping into their European neighbor to promote the catalog’s release in a fun and lighthearted way.
Karasek is best known for his long-standing role as the culture editor of Der Spiegel along with his work on the TV show Das Literarische Quartett (The Literary Quartet). So when it came time to take a look at the latest IKEA catalog, or as Karasek liked to call it – a “furnished novel”, he treated it as any other piece of writing that he would be tasked to review, albeit with a little more humor.
The social media campaign provides enough humor to make a seemingly boring catalog release humorous without adding too much cheese-factor. IKEA noted in a press release that Kasarek had full creative freedom on the project and was not told what he could or couldn’t say about the catalog.
IKEA has posted the video on their social media pages in Canadian and most German-speaking countries, but has opted not to promote it to their American customers. But thankfully we have this thing called the internet, so the complete video is posted for your enjoyment below.