With a new ad campaign that asks the question, "Where did the American Dream go?" Ikea looks to focus more on it's customers - including a mixed-race same-sex couple at home - and less on actual merchandise.
Not only that, but there's a clear nod to marriage equality with a flag flying in the background which reads, "All homes are created equal."
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"The idea of asking where did the American dream go was not to show that it went away," explained Leslie Stone, director of strategic services for Ogilvy, the shop behind the creative work, "but that people are living it every day in diverse ways."
"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," Stone said. "If we'd put across 20 different living situations, they'd all be equally powerful."