With 200m copies distributed every year, the Ikea catalogue is arguably one of the most read 'books' in the world. Given it spends 70% of its annual marketing budget on the 324-page catalogue, Ikea wants to ensure it's 2020 catalogue doesn't go unnoticed. To mark the launch of the 2020 catalogue, Ikea UAE, Egypt, Qatar and Oman is positioning it as 'The book that will change your life.' In a funny spot, a slob called Ali becomes a guru of the catalogue, fixing people's problems by various sections of the book. It opens within Ali's grim den. As the camera passes over his grubby floor, viewers are invited into his space that's overflowing in mess, and its quite obvious the room is in need of a little TLC. Ali, who looks like he needs a good trim both on the head and waist, awakes from his couch snooze with a start. After checking the corridor outside to see what woke him, he notices a fresh Ikea catalogue placed invitingly on his neighbour's doormat. As Ali inquisitively opens the catalogue, light beams on his face, as viewers here the voice of a chat show host say "They're calling this the book that can change your life..." "...And they're calling him the living proof" she continues, as we enter a scene where Ali sits opposite her, looking remarkably more presentable than his slobbish life before. She asks Guru Ali if the book can solve any problem, even loneliness, to which he replies "page 40" and the crowd erupts in applause. In the next scene, a mother pulls up next to Ali, looking distressed as her emo daughter sits in the passenger seat. She implores: "Ali, help us! We've grown apart." Ali tells her calmly, "page 27." The following scenes shows Ali helping a distressed mother via a video call as she gets worked up by a mess of toys, and a couple who are experiencing martial problems. As the wife wacks her husband with her handbag because he "never helps" Ali advises them "page 16, bedroom." Guru Ali even has the answer to life, the universe and everything - page 42, a humorous nod to Douglas Adams' 'Hitchhiker's Guide to the Galaxy.'CreditsCLIENTBRAND: IKEA UAE, Egypt, Qatar & OmanGM MARKETING, COMMUNICATION & ID DESIGN: Carla KlumpenaarREGIONAL MARKETING COMMUNICATIONS MANAGER: Amer Yaghi REGIONAL DIGITAL MARKETING SPECIALIST: Noha GheithCREATIVE AGENCYCREATIVE AGENCY: Memac Ogilvy, DubaiCHIEF CREATIVE OFFICER: Juggi RamakrishnanCOPYWRITER: Alok MohanCLIENT TEAM LEADER: Tarek ShawkiACCOUNT MANAGER: Alaa NourSENIOR ACCOUNT EXECUTIVE: Selin AlNazerHEAD OF PRODUCTION: Luke MorrisPRODUCER: Hiyam ItaniPRODUCTION COMPANYPRODUCTION COMPANY: Hanzo Films, FZEDIRECTOR: Samir MallalDOP: Andrij ParekhEXECUTIVE PRODUCER: Hijaz MoosaLINE PRODUCER: Moskitos Films, IstanbulPRODUCER: Kaan AcemiPRODUCTION DESIGNER: Theo BoswellOFFLINEEDIT COMPANY: The Assembly Rooms, LondonEDITOR: Nik HindsonPOST PRODUCTION / VFXPOST PRODUCTION COMPANY: Company 3, New YorkCOLOURIST: Joseph BicknellVFX SUPERVISOR: Eppie Bowler, Amanda PilnikMUSICLICENSING: The One Who Knocks by Francesco D'AndreaSOUNDSOUND COMPANY: Machine Sound, LondonSOUND ENGINEER: Patch RowlandAUDIO DIRECTOR: Matej Oreskovic