Hate kids, traffic, home assembly? Ikea feels your pain in new social media ads from Mother

It’s audacious of Ikea even to suggest that kids can be a pain, but they have addressed that harsh reality — and more — in a new series of social films from Mother. The ads remind us that Ikea is more than a big warehouse, and suggests the retailer actually has its customers’ interests at heart.

Self assembly:

Home delivery

MAA creative scale: 8

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About Emma Hall

Emma Hall is a journalist and editorial consultant and is the former Europe Editor of Ad Age, where she covered European marketing advertising, digital and media stories. She has written for newspapers including the Financial Times, The Guardian, The Times and the Telegraph, and was previously a section editor at Campaign. Emma started her career in New York as a researcher for a biography of Keith Richards.