This package of three spots shows IKEA taking pride over its baby/toddler furniture being a mere “Second Best” alternative in a household–in light of the first choice which has parents bonding with their kids.
For example, the camera moves back from a beautiful empty crib to reveal in the foreground a kid fast asleep on mom. In each commercial we see youngsters using their parents as furniture–rather than the IKEA furniture itself.
The Swedish retailer gracefully takes a backseat in this “Proudly the Second Best” campaign from agencies DAVID Madrid and INGO Hamburg. Commercials were directed by Michelle Cassis via Sal Gorda Productions.
Credits
Client IKEA Agencies DAVID Madrid, INGO Hamburg Pancho Cassis, Tobias Ahrens, global chief creative officers; Saulo Rocha, chief creative officer; Tomas O’Gorman, creative director; Ricky Solano, Fernando Montero, sr. copywriters; Gonzalo Arica, Nicolas Lopez, sr. art directors. Production Sal Gorda Productions Michelle Cassis, director; Andy Pulido, photography director; Juanjo Goimez, exec producer; Noelia Lobo, producer; Rubein Subirats, head of production; Barbara Gil, Miguel Junquera, art directors; Paola Boch, stylist. Postproduction Full Fiction Color GradePunk Audio The Lobby
This trailer promotes Charge Around The Globe, a new adventure docuseries that follows record-breaking traveler Lexie Limitless on an extraordinary journey to circumnavigate the globe in an electric vehicle--traveling over 30,000 kilometers across six continents, all in pursuit of one world record. The three-part series on Prime Video in the U.K. showcases the capabilities of modern electric vehicles while immersing viewers in the numerous experiences and challenges Lexie encounters throughout her journey. As she navigates various challenges throughout her trip, Charge Around the Globe serves as a testament to the spirit of exploration. Ford, Wieden+Kennedy London and WracK teamed on the series.
The documentary aims to address the primary concern hindering many consumers from transitioning to electric: doubts about the range and capability of electric vehicles. As a 120-year-old brand, Ford looked to its past as inspiration for the switch that’s taking place today. Over a century ago, pioneering explorer Aloha Wanderwell set off from Nice at the age of 16 to become the first woman to drive around the world in a Ford Model T. Now, in 2024, we get to see Lexie, the youngest person to visit every country in the world, take to the wheel of the electric Ford Explorer, reinventing that historic journey for a new generation. Along the way, she meets extraordinary people, navigates difficult terrains, and faces the challenges of a constantly evolving charging infrastructure that puts her to the test.
“Charge Around The Globe has been the ultimate test drive for our new electric Ford Explorer. We took on every kind of weather and road condition and dealt with just about every charging scenario. The journey embodies the true... Read More
