Companies may flatter themselves that they’re the hero in their brand story, but in most persuasive advertising, the customer is the hero. That’s certainly true in this Ikea campaign, where the products are very much supporting characters in a larger tale of family love.

David Madrid and Ingo Hamburg collaborated on print and video ads in which Ikea products see their role usurped by Mom and Dad. The ads are nice and subtle, allowing the viewer to make the connection, and the self-deprecating approach is a good look for the brand.

The campaign was created for Ikea Al-Futtaim, which encompasses Egypt, Oman, Qatar and United Arab Emirates markets. 

“Humility is a value that lives in the heart of our brand,” said Carla Klumpenaar, marketing general manager at Al-Futtaim Ikea. “Placing parents as the first choice for their children reflects this core belief. It doesn't matter if we are second only to the parents, we are actually proud of it. Through this campaign, we hope to spread this brand value and celebrate parenthood across several channels.”