Top Spot of the Week: DAVID Madrid, INGO Hamburg, Director Michelle Cassis Team On IKEA’s "Second Best" Campaign
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Robert Goldrich2987 views
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.
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