IKEA has all the furnishings parents need to make a perfect home for their young and growing families. But Al-Futtaim IKEA’s new campaign, created in partnership with DAVID Madrid and INGO Hamburg, proudly highlights that the brand’s items are second best when ultimately compared to the parents themselves. The campaign shows babies and children eating, sleeping, and playing on their parents instead of in the IKEA products that their parents have purchased for those specific uses.