Is Mother’s all-black IKEA ad a win for inclusivity?

Diversity/inclusivity, there’s no escaping it.

Not that we should of course but sometimes it pops up and you miss it.

When I saw this new Mother ad for IKEA I didn’t get it – ‘Hooray! To the Wonderful Everyday’ but what’s it trying to say? Little things mean a lot but is that worth a message of its own?

Michelle De Leon in the Guardian says it’s the first ad to make her and her family feel good about being black in Britain (everybody in it is black).

That’s an achievement and good for IKEA and Mother if that was indeed its purpose.

MAA creative scale: (accepting the above) 7.

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About Stephen Foster

Stephen is a former editor of Marketing Week and London Evening Standard advertising columnist. He wrote City Republic for Brand Republic and is a partner in communications consultancy The Editorial Partnership.

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