[burgers]

I don't know if this is as much a mock ad against a particular company(those are the ones that typically come off petty) and more about trying to relay to the consumer there is more to life than a touchscreen device.

This ties into IKEAs brand perfectly. The more you care about the "Real World" the more likely you are to spend time(and money) decorating and enhancing your surroundings, like your home.

It's not so much a mock ad as much as it's reinforcing the value proposition of what IKEA brings to the consumer. The ability to enhance the real world. It does so via proxy by reinforcing the value proposition of the real world in general.

Fantastic marketing.