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Ikea breaks a European campaign this month featuring a child with “two gay daddies,” according to Scott Goodson, creative director and partner of Amsterdam agency Strawberry Frog. The potentially controversial effort goes beyond past gay-themed ads from the Swedish furniture chain by portraying the couple as parents.
The work is one of a dozen new spots showing “real-life” consumers and aims to portray Ikea as being “at the center of social progress,” Goodson said.
Ikea is known for taking chances in its marketing efforts and is not afraid to embrace gay themes.
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