IKEA is going head-to-head to Apple with its latest launch. “At only 8mm thin, and weighing in at less than 400g, it comes pre-installed with thousands of home furnishing ideas,” boasts the Swedish furniture juggernaut. And not only is no charging required, but it can be instantly shared and recycled. Also, it’s free. The user-friendly, intelligently designed device in question? The latest IKEA catalogue. Singapore’s BBH created this video—part gentle satire, part homage—to tell the world about it, through the exuberant narration of a black t-shirted Swede.