The Ikea advert reaffirms the brand as an essential part of our lives.
The Ingo Hamburg agency was in charge of the advertising campaign
Ikea’s advert reinforces its role in one of the most important moments of family life: a baby’s first steps.
For some time now, Ikea has been running advertising campaigns that strengthen the existing bond between the Swedish brand and our homes. Ikea has been part of our lives for many years, and they continue to show it with every campaign.
The latest campaign follows in the footsteps of acclaimed adverts like “Proudly Second Best”. This time, it shows us how the brand’s furniture is present in some of the most meaningful moments of our lives—like witnessing our children take their very first steps.
IKEA – Supporting First Steps
“Supporting First Steps” is the title of Ikea’s new advert created by the agency Ingo Hamburg for the brand’s branch in the United Arab Emirates.
The video features home-recorded clips of babies taking their first steps while holding on to Ikea furniture. We see little ones supporting themselves with the Bekväm step stool, the Lack side table, or the Kallax shelf unit.
Ikea’s advert highlights the brand’s quiet yet essential presence in our lives, showing how ordinary household items become key allies in the motor development of young children.
Alongside the main campaign, there’s also a photo series by photographer Ale Burset, featuring children using furniture such as the Idanäs bed, the Smagöra crib, or the Linanäs sofa for support.
Carla Klumpenaar, General Manager of Marketing, Communication and Interior Design at Ikea UAE, stated: “With ‘Supporting First Steps’, we wanted to celebrate the joy of a baby’s first steps and show how Ikea is present in the everyday moments that matter most.”
Daniel Fisher, Global Creative Director at Ingo Hamburg, emphasized the universal appeal of the idea: “Almost every parent in the world has seen their child grab onto a piece of furniture to take those first wobbly steps. I still remember how my two daughters learned to walk holding onto a Lack table in our living room.”
Watch | YouTube
