Ikea Admits It's Only Second Best in Sweet Campaign Celebrating the Parent-Child Bond

The ads show furniture going unused while parents focus on spending time with their kids

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Ikea is known for affordable and practical furniture, but in a new ad campaign, its products sit unused. The sweet spots, titled “Proudly the Second Best,” show off the brand’s solutions for new parents while acknowledging there’s no place a young child would rather be than with their family.

Each of the three ads showcases one of Ikea’s bestselling products—the Antilop highchair, Bolmen step stool and Smagora crib—along with its price. But the pictures zoom out to show the items aren’t being used, because the child is instead sitting on their dad’s lap while being fed, being held up to the sink to learn how to brush their teeth or dozing on their mom’s chest.




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