German literary critic reviews IKEA catalogue

German literary critic Hellmuth Karasek gives a tongue-in-cheek review of the IKEA catalogue in this hilarious IKEA YouTube ad.

"Well, 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," explains Karasek, lounging comfortably in a wingback armchair (we think it's the "Strandmon" model).

Unsurprisingly, the IKEA catalogue does not fare well as a novel. Karasek jokingly sympathizes with the characters, who rarely get to speak and are constantly crowding themselves around furniture.

"What would this book be missing if it were a literary novel? The answer must be: everything," says Karasek.

"It has a lot to say, but much could be considered junk."

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