Four years ago, Apple debuted the iPad with the first of what would soon become a widely parodied style of video, in which Apple’s Senior Vice President of Design Jony Ive said of Apple’s first tablet: “It’s true that when something exceeds your ability to understand how it works, it sort of becomes magical, and that’s exactly what the iPad is. It’s hard to see how something so simple, so thin, and so light, could possibly be so capable.”
As Apple knew it would, the video made a huge impact on people… so big an impact that it soon became a well-worn format for parody. Now, even Swedish furniture retailer Ikea is getting in on the game with their latest ad, which uses all the same beats and breathless rapture of Jony Ive talking about the iPad, but to promote the 2015 Ikea catalog instead. Well done.
See Apple’s original iPad introduction video below.