Ikea’s standout ad ideas are not coming from one agency. They’re not coming from one country. They’re not from one mould.

The impetus (and brave approvals) must be coming from Ikea.

Ikea’s latest ad (by Bartle Bogle Hegarty Singapore) is the world’s hottest viral this week. It’s a spoof replica of an Apple ad and was released just before the launch of the iPhone 6.

Down-to-earth furniture retailer mocking pretentious Apple tech-speak ad – gosh, I wonder why it achieved 10,049,159 YouTube views in just over a week.

The ad features Ikea’s 2015 product catalogue, which is a book – one with pages made of paper – or as it’s called in the ad, a Bookbook. (If you’re not familiar with Apple’s BookBook range, look it up).

The ad is really funny just standing on its own, but compare and contrast for fun:

BBH creative directors, Tinus Strydom and Maurice Wee, had received a brief from Ikea to find inventive ways to get customers in Malaysia and Singapore excited about the printed catalogue in a world where electronic devices have largely replaced books.

“In a world where gadgets have largely replaced books, it’s hard for consumers to get excited about a printed catalogue. So we launched it like anything but a book,” Strydom noted.

According to Strydom, the two creative directors fronted up to work one Saturday in April to brainstorm ideas in the BBH office in Clarke Quay, which is filled with Apple devices. “I cannot pinpoint what exactly triggered the idea. It came out of ether – the source of everything.”

Wee added, “There is much social commentary on the loss of touch with the everyday. Digital innovations are great but the way technology is sometimes more overblown than how good it really is – it is comedic. We were simply holding up a mirror.”

“The success of this campaign is due to the fact that a great idea will always travel, regardless of what market it is launched for. People saw the campaign online, loved it, and just wanted to share it with their friends,” Strydom commented.

The video is running online and is supported by newspaper, radio, cinema and outdoor ads.

1,345,850 copies of the Ikea catalogue are printed in Singapore, and at least 80% of the families in Singapore will receive a copy.

Ikea has revealed that it is also launching a limited-edition XXL 2015 catalogue that is packaged “similar to that of Apple products.” This edition will only be given out to selected Ikea fans, or be made available through contests.