Ikea is proud to be second best for parents and kids

We see more and more good work coming from the Middle East, as seen in this campaign for Ikea – a subtle and humorous nod to the realities of family life with small kids.

It’s from two European agencies, David Madrid and Ingo Hamburg, but the client is Carla Klumpenaar, general manager of marketing and communications for Ikea UAE, Qatar, Egypt and Oman.

Klumpenaar said: “Humility is a value that lives in the heart of our brand. 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.”

MAA creative scale: 7

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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.

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