Ikea Lamp or Red Lamp
I’ve had a few people ask me where they can find the Ikea ‘Lamp’ advert online. My first answer to that only lasted a short while as the agency who made it, Crispin Porter Bogusky, Miami, recently resigned from the Ikea portfolio.
However I’ve located another source to see the ad in quicktime (5 mb) at MJZ the production company and another quicktime version (6 mb) at Final Cut (editing company).
The basic plot: A used red lamp is discarded, placed out in the cold, mere rubbish on the pavement. A new lamp is taken inside and given pride of place. The morbid music draws us into the pathos of it all. And then some Swedish guy looks into the camera and points out that we have feelings for the lamp. We’re crazy, he says. The lamp has no feelings. And the new lamp is better!
The message of it all? Consume without a consicence! Get new stuff, even when the old stuff still works. Being trendy and having matching decor is good, better than conserving the resources of the earth. And IKEA will help you with the new stuff.
I’m not too sure I agree with the basic concept but I like the impact of the advert. I think I’d go with the garage sale or EBay concept – one person’s trash is someone else’s treasure.
Credits
IKEA Lamp was created at advertising agency Crispin Porter Bogusky Miami, by creative director Alex Bogusky, associate creative director Paul Keister, art directors Mark Taylor and Steve Mapp, copywriter Ari Merkin and agency producer Rupert Samuel.
Director Spike Jonze worked at production company Morton Jankel Zander (MJZ) with director of photography Rodrigo Prieto and producer Vince Landay.
Spike Jonze is known for directing ‘Being John Malkovich’, dancing on Fat Boy Slim’s “Praise You” video, and acting in “Three Kings”.
Editor Eric Zumbrunnen (now at Final Cut), worked with Spot Welders.
Music and sound were designed and arranged by Ren Klyce at Mit Out Sound.
‘Lamp’ won awards all over the place in 2003.
Great Ikea! A Brand for All the People at Amazon.com
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Posted in Inspiration, TV Ads Cinema and Online Videos
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(4.92 out of 5)
Wow, I did NOT expect to be able to find that commercial so easily. Thank you for posting it!
Interesting blog. The first one I have come across with the same passion for advertising. This is the ad that made me want to get into advertising in the first place, thanks for tracking it down.
Great blog. The first one I have come across with the same passion for advertising as mine. I love this ad. It was the ad that made me want to get into advertising in the first place.
Interesting revisions by CreativeWonders shows mind of a copywriter…
In v.2 … ‘Interesting’ changes to ‘Great’
Adds ‘as mine’ (ego)
Adds ‘I love this ad’ (ego + self promotion)
Drops ‘Thanks for tracking it down’ (shows too much human emotion’)
:O)
Modern ‘cool’ advertising in a nutshell really…
[…] Thus no wonder the ad won the most prestigous awards Cannes Lions grand prix in 2003 among other awards that it had won that year. you can read further and download the ad here […]