Proudly second best!
The recent campaign sees popular IKEA products taking the backseat in celebration of the special bond between parents and children.
So lightweight, it can tag along wherever. So smartly designed, it can be assembled in seconds. Such a low price, that countless families have added it to their homes. And yet, despite more than 30 successful years in the IKEA range, the ANTILOP high chair has never quite succeeded in outperforming its longest-running competitor: the comfy lap of a parent, of course!
Al-Futtaim IKEA – the franchisee operating IKEA stores in the UAE, Qatar, Egypt and Oman – recently paid tribute to parents and guardians with a touching campaign that showcases the beauty in everyday moments of parenting; from morning feeds to afternoon snoozes. Entitled “Proudly second best”, the campaign humorously plays on the idea that the physical presence of a parent figure will always be best, even at the expense of IKEA’s top children’s products.
Alongside ANTILOP, two other children’s range favourites also make appearances: the BOLMEN step stool and SMÅGÖRA cot. Altogether, they paint a life-like impression of parenting across the home, supported by the width of the IKEA children’s range.
For Carla Klumpenaar, general manager, marketing, communication, HF and retail design at Al-Futtaim IKEA, the campaign is a clear expression of IKEA’s values. “Humility is a value that lives in the heart of our brand,” she explains. “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.”
