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.

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