IKEA takes a back seat
The Swedish homeware brand launches a humble and heartwarming spot celebrating the unbeatable bond between children and their parents.
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Credits
powered by
- Agency INGO/Hamburg
- Production Company Sal Gorda
- Director Michelle Cassis
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Credits
powered by
- Agency INGO/Hamburg
- Production Company Sal Gorda
- Director Michelle Cassis
- Ad Agency DAVID/Madrid
- Post Production Full Fiction
- Color Gradepunk
- Sound The Lobby
- Global Chief Creative Officer Pancho Cassis
- Global Chief Creative Officer Tobias Ahrens
- Global Chief Operating Officer Sylvia Panico
- Global Creative Director Tomas O'Gorman
- Copywriter Ricky Solano
- Copywriter Fernando Montero Gonzalez
- Art Director Gonzalo Arica
- Executive Producer Noelia Lobo
Credits
powered by
- Agency INGO/Hamburg
- Production Company Sal Gorda
- Director Michelle Cassis
- Ad Agency DAVID/Madrid
- Post Production Full Fiction
- Color Gradepunk
- Sound The Lobby
- Global Chief Creative Officer Pancho Cassis
- Global Chief Creative Officer Tobias Ahrens
- Global Chief Operating Officer Sylvia Panico
- Global Creative Director Tomas O'Gorman
- Copywriter Ricky Solano
- Copywriter Fernando Montero Gonzalez
- Art Director Gonzalo Arica
- Executive Producer Noelia Lobo
A collaboration between DAVID and INGO, this sweet and subtle spot for furniture retailer IKEA shows how being close to a parent will always be a child’s first choice, leaving their furniture in second place.
In a natural and warm home environment, director Michelle Cassis tenderly captures special, quiet moments shared between mothers, fathers, and babies. In the background, we see IKEA's range of nursery furniture, including a crib, highchair, and steps, which remain unused and Second Best.
“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." explained Carla Klumpenaar, General Manage at Al-Futtaim IKEA. "Through this campaign, we hope to spread this brand value and celebrate parenthood across several channels.”
