Why the campaign rocks:
There’s nothing like the ‘aww’ factor that elevates a campaign about children and parents. Ikea’s point is that the parental bond is much stronger than the brand could hope to achieve. This self-deprecatory stance is what makes the brand’s character so endearing to the viewer. To most viewers who are used to overbearingly chest-beating messages from advertisers, the opposite is charmingly disarming. The brand clearly states that it has all the products that a young couple needs to bring up their child. But instead of saying that their products are as good as the care and love of a parent, it holds back. The brand graciously steps out of the limelight, to say, “Hey, we have what you need, but we can’t provide what you can. If that makes our brand second-best, so be it.”
Campaign: Proudly Second BestBrand: Ikea (Middle East)Agency: Ogilvy (David Madrid and INGO Hamburg)
— As told to Akanksha Nagar
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