If you’re like us, then you’ve undoubtedly flipped through an issue of a catalog for your favorite retailer and thought “I wonder what it’s like to live in such idyllic circumstances?”
Like all good advertising, catalogs love to create the illusion of perfection – no model is having a bad hair day, whatever room the photos are being shot in is clean and filled with a lovely décor, and everyone looks like their life is going perfectly. After a long day of slaving away in your cubicle, who wouldn’t look at these photos of people being consumers and living the good life and feel a little envious?
Turns out life in the average catalog isn’t all its cracked up to be in this new four-minute short film entitled Page 23. The mini-movie, which was made during a 48 hour film project in Utrecht earlier this year, chronicles what goes on inside an Ikea catalog after you’ve flipped the page or closed it for good. It’s not all the happy-go-lucky stuff the images portray.
Written and directed by Jeroen Houben, Tim Arts, and Stefan van den Boogaard, Page 23 gives viewers a peek inside the life of a husband and wife hawking a chair and lamp in a dining room area. Unfortunately, the wife (played by Liliana de Vries) isn’t happy with their lot in life. She tells her husband (Achmed Akkabi) that they’re in a rut – and that she’s seen the way he looks at the woman a few pages back. The husband plays dumb and talks about the fabulous lamp they have (which doesn’t actually work…), sending his wife into a fit. She walks out of the room, wanders back a few pages, and makes a surprising discovery…
The short is clever and doesn’t overstay its welcome – at just over four minutes, it’s a perfect length for the story its telling – plus the crew has done an excellent job of recreating scenes that look like they could be ads pulled straight out of an Ikea catalog.
Check out Page 23 below, and let us know what you think of it.