︎

Proudly

Second

Best


2023 —
film —
outdoor —
print —
 
︎︎︎
For over 30 years, IKEA has been selling a range of high-quality products designed to make life easier for parents. Yet, none of them has ever quite outperformed their longest-running competitor: the comfy lap and arms of a parent, of course!

Proudly Second Best is a touching campaign made up of short films, print, outdoor, radio and in-store materials that add a human twist to what would otherwise be typical retail ads from IKEA.
It takes a humble approach, playing on the idea that the physical presence of a parent figure will always be the best option—even over IKEA’s top children’s products.

Originally conceived to air in the Middle East, the campaign struck a chord with millions of everyday people, connecting deeply with the heart of every parent and quickly becoming a viral sensation worldwide.
01—
Second Best Cot - Print
 
02—
Second Best Cot - Film
 
  

For the first time, we accept that when it comes to baby furniture we are second best.

 
 
 
03—
Second Best Highchair - Print
 
04—
Second Best High Chair - Film

 
 
The ads are nice and subtle, allowing the viewer to make the connection, and the self-deprecating approach is a good look for the brand.
AdAge Creativity —
   
05—
Twitter Reactions
 
   
Ikea releases touching campaign honouring parents: ‘Second best’.
The Independent —
06—
Second Best Stool - Print 
 

The Swedish homeware brand launches a humble and heartwarming spot celebrating the unbeatable bond between children and their parents.
Shots Magazine —
 
07—
Second Best Stool - Film
 
IKEA Puts Itself Second To The True Stars Of Every Household In New Campaign
Design Taxi
 
08—
Second Best Cot - Radio
08—
Second Best High Chair - Radio
08—
Second Best Step Stool - Radio