Dive Brief:

• Home goods chain IKEA has released a video spot describing its newest tech advancement for its catalog: the "bookbook."
• The tongue in cheek video, narrated by a Swedish man, describes IKEA's traditional physical catalog using techno jargon usually reserved for gadget releases—perhaps poking fun at the upcoming iPhone 6 release. 
• IKEA describes the catalog's features like "zero load time," "finger scrolling," and "voice activated security." 

Dive Insight: 

In a digital world, paper goods are often looked at as a dying breed. But the "bookbook" is a throwback that reminds people how simple and enjoyable paper catalogs can still be. Plus, humor is always a good strategy.