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