︎

Proudly

Second

Best


2023 —
film —
outdoor —
print —
 
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If you’re a parent, you’ll spare no effort to offer the best for your kids. That’s why in IKEA, we have a whole range of quality products specially designed to help them with their daily needs. But if we’re fully honest, no matter how proud we are of our products, for kids there’s always going to be one better option to comfortably lie on: their own parents.
This strong and universally relatable observation is the inspiration of our latest campaign. A humble approach from a brand that has historically been an important partner for families all across the globe. And a celebration of the strongest human connection there is.
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