Thanks, MakeAGif.com!

Ikea, a furniture company known for its innovations in cheap furniture production, lingonberry sauce distribution, and old-growth forest clear-cutting technology, has released an ad for its new catalog that is very funny. That is essentially the substance of this post. You could stop reading right now and watch the ad below and come away no less informed than if you read every word that follows. Not that you shouldn’t keep reading, necessarily. I’m just saying. You have options.

So anyway, the ad.

Wow, you know what? It’s really hard to describe a funny video without basically ruining the joke. If writing about music is like dancing about architecture, writing about a funny video is like writing about a video of someone dancing about architecture. Actually, that would be easier. Man, I’m having a really hard time with this. Though the video itself really is hilarious and pitch-perfect! I guess that’s what makes it such a tricky situation. Ironic, even. Let’s see how Slate, a website that often publishes blog posts about funny videos, chose to describe this video:

For the launch of its 2015 catalog, IKEA Singapore created an iPad parody ad that flaunts the features of a groundbreaking device: the bookbook.

Much like the noPhone, a bookbook doesn’t need to be recharged and is totally cordless. All content is preinstalled and never needs to be updated, plus the viewing surface is super high definition and can expand to double size.

Okay, that’s pretty good description, but I still fail to see how it’s any better than simply posting the video. Also, Slate didn’t even mention the clever website Ikea built to go along with the ad. Come on, Slate!

Actually, I’m sorry, Slate. That was harsh. Here I am chastising you, but you actually managed to do what I’m having so much trouble doing in this post. I’m lashing out out of jealousy, which feels terrible. I apologize. Seriously.

Dear reader, will you please spare me this agony and just watch the video? It’s really very funny. I promise.