September 04, 2014
We normally tell organizations to stay positive in all their messaging—after all, even if you make a compelling point about someone else’s faults, no one likes a mud-slinger.
But Ikea’s recent Apple parody promoting their catalogue has me changing my tune. Or at least ready to make an exception to our “never knock the competition” rule. Here’s why:
- Apple isn’t a direct competitor. If this ad is coming from someone like Microsoft, it risks sounding more spiteful than playful.
- As a parody, Ikea’s messaging is actually incredibly positive—the ad touts all the great benefits of their bookbook™ without spelling out what’s wrong with other products.
- Have you watched it? It’s hilarious. Major points here for execution.