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Ikea Singapore’s new spot to promote its catalogue is not the first to mock the cult of Apple – Somersby cider produced an amusing ad last year doing just that. But the furniture retailer’s effort has proved exceptionally popular and is pushing ten million views on YouTube a week after its launch. In the film, an affable Swede talks about the Ikea catalogue’s eternal battery life, original touch interface and so forth. Perhaps its success is down to timing – the ad was released days before Apple showcased its new iPhone and Apple Watch. Either way, Bartle Bogle Hegarty Asia Pacific has turned what probably looked like a dud brief into a viral hit.