Ikea's Sweet Ads Capture the Messy Realities of Pet Ownership

The work follows the brand's Cannes-winning 'Proudly Second Best' campaign about parenthood

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Cats and dogs have an unfortunate tendency to wreak havoc on furniture and other household items. An adorable Ikea campaign assures consumers that its products are so affordable, they don’t have to stress about replacing anything their pet destroys.

The campaign, by agency Ingo Hamburg, shows various Ikea products in disrepair after animals have ruined them. A cat licks up coffee from a shattered Färgrik mug, a puppy sits on a couch looking innocent with a shredded Kärleksgräs cushion at its feet and a Dalmatian sniffs around a shattered Stilren vase.

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