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By Imogen Watson | Senior reporter

August 27, 2019 | 3 min read

With 200m copies distributed each year, Ikea is capitalising on its status as one of the world's biggest publishers with a tongue-in-cheek campaign positioning its literature as 'The book that will change your life.'

Given it spends 70% of its annual marketing budget on the 324-page catalogue, Ikea wants to ensure it's 2020 catalogue doesn't go unnoticed.

To mark its launch, the Swedish retailer has created a funny spot featuring a reformed slob called Ali who becomes a life guru and uses the Ikea catalogue to fix people's problems.

The creative opens in Ali's grim house. As the camera passes over his grubby floor, viewers are invited into his space that's overflowing in mess, and its quite obvious the room is in need of a little TLC.

The dishevelled looking protagonist then awakes from his couch snooze with a start. He heads out to the corridor to investigate what has jolted him awake when he notices a fresh Ikea catalogue placed invitingly on his neighbour's doormat.

As Ali inquisitively opens the book, light beams on his face, while viewers hear the voice of a chat show host say: "They're calling this the book that can change your life..."

"...And they're calling him the living proof" she continues, as we enter a scene where Ali sits opposite her, looking remarkably more presentable than his slobbish former self.

She asks Guru Ali if the book can solve any problem, including loneliness, to which he replies "page 40" and the crowd erupts in applause.

In the next scene, a mother pulls up next to Ali, looking distressed as her sulking teenage daughter sits in the passenger seat. She implores: "Ali, help us! We've grown apart." Ali tells her calmly, "page 27."

The following scenes shows Ali helping a distressed mother via a video call as she gets worked up by a mess of toys, and a couple who are experiencing marital problems. As the wife wacks her husband with her handbag because he "never helps" Ali advises them "page 16, bedroom."

Guru Ali even has the answer to life, the universe and everything - page 42, a humorous nod to Douglas Adams' 'Hitchhiker's Guide to the Galaxy.'

The campaign was created for Ikea UAE, Egypt, Qatar and Oman by Ogilvy.

Ikea: The Book That Will Change Your Life by Memac Ogilvy

By Ikea

Overall Rating 5/5

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