IKEA middle east - "Proudly the second best" (2023) print & social videos

A delightful and very true insight. No matter what you buy for your babies and toddler, you spend at least 50% of the time holding them and helping them. I bought a fantastic and expensive baby bed for offspring and she spent her first year napping on my shoulder instead of in the bed, because she just woke up and cried if I put her down.

Here IKEA shows us each item that is second best to Mom or Dad. The bed, the high chair, and the step stool that helps toddlers reach the sink. ‘Proudly the Second Best’ acknowledges that children will always pick their parents over pretty much anything else.

The "rejected" IKEA items are the Antilop highchair, the Bolmen stool, and the Smagöra baby crib, left aside by the little ones, who prefer, of course, the lap of mom and dad.

Check out the campaign featuring films and print media created by David Madrid and Ingo Hamburgo for Ikea Al-Futtaim, covering the markets of Egypt, Oman, Qatar, and the United Arab Emirates, below.

“Humility is a value that lives at 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 the second choice, after the parents, in fact, we are proud of it”, said Carla Klumpenaar, General Manager - Marketing, Communication, HF and Retail Design in the United Arab Emirates, Qatar, Egypt and Oman at Al-Futtaim Ikea.

Campaign: IKEA Second Best Furniture
Agencies: DAVID Madrid, INGO Hamburg
Global Chief Creative Officer: Pancho Cassis, Tobias Ahrens
Global COO: Sylvia Panico
Chief Creative Officer: Saulo Rocha
Group Creative Director: David Krueger
Creative Director: Tomas O’Gorman
Senior Copywriter: Ricky Solano, Fernando Montero
Senior Art Director: Gonzalo Arica, Nicolás Lopez
Head of Accounts: Maria Garcia Herranz
Global Account Director: Annie Muñoz González

IKEA client team: Carla Klumpenaar, Salama Ahmed, Dina al Sahhar, Oman Binita Roychowdhury

Production Company: Sal Gorda
Realizador: Michelle Cassis
Photography Director: Andy Pulido
Executive Producer: Juanjo Goìmez
Producer: Noelia Lobo
Production Director: Rubeìn Subirats
Art Director: Baìrbara Gil y Miguel Junquera
Estilismo: Paola Boch
Post production: Full Fiction
Color: GradePunk
Sound: The Lobby

Photography: Alberto Escudero, Oscar Calleja, Ricardo Moreira