IKEA Puts Itself Second To The True Stars Of Every Household In New Campaign
Image courtesy of DAVID Madrid
While IKEA has been solving problems around homes for decades, the brand acknowledges that it has only taken on a more supportive, rather than active, role.
The furniture giant is proudly calling itself “second best” to the real fabric of the household—parents and caregivers—in a thoughtful new campaign created by advertising agencies DAVID Madrid and INGO Hamburg for Al-Futtaim IKEA in the UAE.
“It doesn’t matter if we are second only to the parents; we are actually proud of it,” reads the press release. Lining the backdrops of the campaign’s visuals are some of the brand’s top-selling products for kid’s spaces, like the ANTILOP highchair, BOLMEN step stool, and the SMÅGÖRA cot—though those remain unused.
A chair is still a chair, but it is the people in the house who make it a home.
Unusually bowing down in an advertising campaign, the Swedish retailer celebrates the special bond between parents and their children, and how kids would much rather spend time with their grownups than entertain themselves in their bedrooms. Regardless, the company reminds customers that its commitment to affordability has made it more possible for families to create lovely, functional spaces for the little ones to thrive in.
[via DAVID Madrid, images courtesy]
