Watch: Ikea Shames iPad Lovers in Brilliant New Ad

Best. Ad. Ever.
Well, best restaurant ad ever.
Once in a while, an ad comes along that just makes perfect sense. And hits all the right notes.

Ikea’s new spot for its 2015 catalog is that ad.

For a hot second, you think you’re watching yet another commercial for an iPad or whatever gorgeous device Apple would like us to spend our latest paychecks on.

But no, the crystal clear pages (which “load instantaneously” without any lagging) belong to a 328-page book. A book of affordable, easy to assemble products.

Watch the wonderful ad, below.