IKEA has been known to come up with creative ways to promote it’s catalogs and store openings. And this year was no different. IKEAS Switzerland (Agency: Wirz Werbung Zürich) got Germany’s famous literary critic Hellmuth Karasek to review the catalog like any other piece of literature, since it is the most widely distributed “book” in the world.

“It is a furnished novel,” he says tongue-in-cheek. “The characters are forced to crowd themselves between the furniture, they seldom get their say, they barely speak coherently — and yet this work has become such a success.”