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The IKEA campaign that speaks to parents

IKEA gracefully takes backseat in its new campaign, 'Proudly the Second Best', with simple ads and no fluff.

By Jalaja Ramanunni

Every parent knows that a child’s favourite place to sleep is never their bed. Al-Futtaim IKEA has channeled this concept into its new campaign.

Shot in a warm and cosy setting, the campaign showcases popular children’s products such as the ANTILOP

highchair, BOLMEN step stool, and SMÅGÖRA cot, which are among the retailer’s best-selling products.

Interestingly, these products are left unused as kids prefer to stay close to their parents.

The new advertising campaign by Al-Futtaim IKEA, titled ‘Proudly the Second Best’, highlights how children prioritise spending time with their parents over their bedroom. It acknowledges the special bond between parents and their kids in its campaign.

Carla Klumpenaar, General Manager, Marketing, Communication, HF and Retail Design in UAE, Qatar, Egypt and Oman at Al-Futtaim IKEA 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.”

This campaign is the result of a collaboration between Al-Futtaim IKEA, DAVID Madrid, and INGO Hamburg.


DAVID and INGO Creatives:

Pancho Cassis – Global Chief Creative Officer

Tobias Ahrens – Global Chief Creative Officer

Saulo Rocha – Chief Creative Officer

David Krueger – Group Creative Director

Tomas O’Gorman – Creative Director

Ricky Solano – Senior Copywriter

Gonzalo Arica – Senior Art Director

Fernando Montero – Senior Copywriter

Nicolás Lopez – Senior Art Director


Carla Klumpenaar – Marketing Director

Salama Ahmed – Brand Communications Manager

Dina al Sahhar – Marketing Manager

Campaign Leader – Oman Binita Roychowdhury


Maria Garcia Herranz – Head of Accounts

Annie Muñoz González – Global Account Director


Productora: Sal Gorda
Realizador: Michelle Cassis
Director de Fotografía: Andy Pulido
Productor Ejecutivo: Juanjo Gómez
Producer: Noelia Lobo
Director de Producción: Rubén Subirats
Dirección de arte / Decoración: Bárbara Gil y Miguel Junquera

Estilismo: Paola Boch
Postproducción: Full Fiction
Color: GradePunk
Sonorización: The Lobby

Photography Production

Alberto Escudero – Fotógrafo

Oscar Calleja – Asistente digital

Ricardo Moreira – Retoucher