When being second best is plenty.
One of the first rules of marketing is to show the product as a solution to a problem, but we know that Ikea adverts have a habit of doing things differently. This new campaign has turned the usual formula on its head, and it works wonderfully.
It takes a brave brand to admit that its products sometimes aren't the solution. But in these Ikea adverts, that strategy works to the brand's credit by focusing on its supportive role rather than by trying to pretend it's the star . The campaign shows Ikea furniture abandoned in the background as children favour being closer to mum or dad, while Ikea declares itself"proudly second best". Now, calling yourself"second best" isn't exactly the epitome of humility, especially when you're comparing yourself to parents. But humble brag aside, the clever campaign succeeds in putting the focus on the customer while still drawing attention to the product.
It maintains Ikea's clean minimalism while showing products in real contexts that many parents will recognise, highlighting children's need to bond. And of course, it reminds us that Ikea's products are economical enough to play second fiddle.
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