Ikea: "My daddies are also a set."
In one ad, an elderly woman is ensconced in an Ikea bed with a young boy toy. The copy reads, "I am woman, make me roar." In another, a man wearing only part of a mouse suit comes stumbling out of a closet to find a hunk waiting for him. "You can't come out of just any closet," the copy explains. In a third, a gay couple pose with a pair of endtables as their son quips, "My daddies are also a set."
"We have everything from an older woman and her younger lover, to a confident girl who's just broken up with her boyfriend, to a set of gay daddies and their child -- a twist to the warm and affectionate family values moment -- all to emphasize that Ikea is for everyone," says Goodson, noting that the campaign is an attempt to break away from traditional furniture advertising. "In no way is it a subtle approach with a furniture cluttered room," he says. "One product is always the hero."