On a monthly basis, Ad Age explores the best and worst purpose marketing ads with Thomas Kolster, founder and creative director at Copenhagen-based Goodvertising Agency, which advises companies and organizations on how to turn environmental, societal and health risks into market opportunities.

In this edition, Schultz and Kolster discuss why Ikea took a supporting—not leading—role in an ad for baby gear, and how PetSmart got in on the buzz surrounding King Charles. They also discuss why a Canadian postal ad missed the mark and poke holes in a spot for recycled toilet paper.