Ikea’s Family Tree Ads Show the Beds on Which Each New Generation Was Conceived

Kitchen tables and sinks, too

Ikea would like to remind you that the odds are pretty good your parents produced you by having sex on its furniture.

New print ads from the brand in Germany offer a twist on the family-tree motif, with pictures of Ikea beds—dating back to its first, from the late 1940s—inserted in between generations of ancestors. The tagline is, "Where family starts."

That's based on a fun fact—that 10 percent of Europeans were conceived on one of the brand's beds—unearthed by German agency thjnk, which created the campaign (and also made Ikea's clever space-maximizing RGB billboard earlier this year).

Each ad in the new series also features not just beds but one piece of Ikea furniture designed for another room in the house, because why be boring?

Full ads plus credits below.


Client: Ikea

Agency: Thjnk

Chief Creative Officer: Armin Jochum

Creative Directors: Torben Otten, Georg Baur, Bettina Olf

Art Director: Niko Auf dem Berge

Copywriter: Karl Wolfgang Epple

Account Managers: Björn-Thore Bietz, Constanze Frink, Svenja Gollmer, Meike Freymuth

Art Buyer: Lina Eggers

Freelancer Photographer: Kerstin Lakeberg

@GabrielBeltrone gabriel.beltrone@gmail.com Gabriel Beltrone is a frequent contributor to Adweek.