New from IKEA: Experience the power of a bookbook

This is a really sweet piece of viral content from IKEA that plays nicely on a modern obsessions and simultaneously reinforces the IKEA brand attributes of simplicity and economy. The talent in this spot is also great — the narrator has the perfect level of humility and he never reaches into the sarcastic, helped significantly by filming him in interview mode, with eyes to the left of camera. And the umlaut over the first “u” in “Chief Design Guru” is a nice IKEAism touch.

One other quick note — the primary female hand model has fantastic hands: