Ikea products are ‘proudly second best’ in charmingly subtle ads about parenthood

Cribs, stools and highchairs are great, but they don’t compare to Mom and Dad

Published On
May 10, 2023
A small child sleeping on her mother

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Companies may flatter themselves that they’re the hero in their brand story, but in most persuasive advertising, the customer is the hero. That’s certainly true in this Ikea campaign, where the products are very much supporting characters in a larger tale of family love.

David Madrid and Ingo Hamburg collaborated on print and video ads in which Ikea products see their role usurped by Mom and Dad. The ads are nice and subtle, allowing the viewer to make the connection, and the self-deprecating approach is a good look for the brand.

Ikea print ad showing a child using her mother instead of a step stool to reach a sink

Ikea print ad showing a boy sitting on his dad's lap to eat instead of using a highchair

Ikea print ad showing a girl sleeping on her mom instead of in her crib

The campaign was created for Ikea Al-Futtaim, which encompasses Egypt, Oman, Qatar and United Arab Emirates markets. 

“Humility is a value that lives in the heart of our brand,” said Carla Klumpenaar, marketing general manager at Al-Futtaim Ikea. “Placing parents as the first choice for their children reflects this core belief. It doesn't matter if we are second only to the parents, we are actually proud of it. Through this campaign, we hope to spread this brand value and celebrate parenthood across several channels.”



May 10, 2023
Client :
Ikea Al-Futtaim
Client :
Agency :
Agency :
Ingo Hamburg
Global CCO :
Pancho Cassis
Global CCO :
Tobias Ahrens
Global COO :
Sylvia Panico
Chief Creative Officer :
Saulo Rocha
Group Creative Director :
David Krueger
Creative Director :
Tomas O'Gorman
Senior Copywriter :
Ricky Solano
Senior Copywriter :
Fernando Montero
Senior Art Director :
Gonzalo Arica
Senior Art Director :
Nicolás López
Head of Accounts :
María García Herranz
Global Account Director :
Annie Muñoz González
Global PR Director :
Sandra Azedo
Client Approval :
Carla Klumpenaar
Client Approval :
Salama Ahmed
Client Approval :
Dina Al Sahhar
Client Approval :
Oman Binita Roychowdhury
Production Company :
Sal Gorda
Film Director :
Michelle Cassis
Photography Director :
Andy Pulido
Executive Producer :
Juanjo Gómez
Producer :
Noelia Lobo
Production Director :
Rubén Subirats
Art Director :
Bárbara Gil
Art Director :
Miguel Junquera
Styling :
Paola Boch
Post Production :
Full Fiction
Color :
Sound :
The Lobby
Photography :
Alberto Escudero
Photography :
Óscar Calleja
Photography :
Ricardo Moreira

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