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."