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\"Once in a while, something comes along that changes the way we live, a device so simple and intuitive, using it feels almost familiar,\" the man says in the video, shot against a stark white background customary in Apple product demos. \"Introducing the 2015 Ikea catalog. It's not a digital book or an e-book. It's a book book.\"

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The video proceeds with rotating product shots of the catalog. The Ikea website in Malaysia and Singapore features a flash site with instructions to \"simply touch and drag to browse.\"

\"PHOTO:
IKEA Singapore
PHOTO: The 2015 IKEA Catalogue is seen in this still from a YouTube video titled "Experience the power of a bookbook."
>

\"The first thing to note is no cables, not even a power cable. The 2015 Ikea catalog comes fully charged and the battery life is eternal,\" Eghammer says.

The ad campaign will be featured in Singapore and Malaysia, including newspaper, outdoor, radio and cinema ads, according to Adweek.

A spokeswoman for Ikea said a regional creative agency BBH was hired to create this “bookbook” ad concept which launched for IKEA Singapore and IKEA Malaysia.

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