Ikea’s new catalog features a gay couple hanging out at home, showing the diversity in couples and families in 2016 America. Along with the tag line “All homes are created equal”.
Ogilvy is the ad agency responsible for the campaign showing the diversity. They wanted to show how the American family has shifted, “There are so many different ways that Americans live—multigenerational, gay parents, etc.—that define the real portrait of the America that’s really out there. If we’d put across 20 different living situations, they’d all be equally powerful.”
There is also a commercial which doesn’t feature the gay couple from the catalogue.