My Most Immortal Ad: Alice Bottaro on IKEA's Lamp
In the run up to this year’s Immortal Awards deadline, our jurors have been taking it in turns to select the ads and campaigns that have stood the test of time in their minds, revealing the reasons why they’ve stayed with them through the years as their Most Immortal Ads.
Today, Alice Bottaro, creative director at Apple, looks back at a 60-second rollercoaster ride that switches from sadness to delightful hilarity.
The entry system for The Immortal Awards’ 2024 competition is now open. As always, entry is free for Little Black Book members and more information on how you can enter - and start your path to creative immortality - can be found at the bottom of the article.
IKEA - Lamp
I have never experienced a more successful emotional rollercoaster delivered in just 60 seconds.
It shows how great storytelling can make us empathise with pretty much anything. The camera angles, the lighting, the melancholic piano, the weather; every detail evokes an irresistible feeling of sadness for that poor, lonely lamp.
And then, when you least expect it, comes the wake-up call, with the memorable “That is because you crazy” line (which I especially love because of the error). You realise you’ve been played and you’re just delighted. Besides the excellent crafting, the whole thing works because they nailed the insight. No matter how often I’ve watched it, I still fall for it every time.
The Immortal Awards entry system is now open and entries into competition will be accepted until September 5th 2024. All entries must be made for a commissioning client, and must have first aired, broadcast, displayed, launched or published between September 1st 2023 and August 31st 2024.
Every member of LBB is entitled to up to five entries. The full list of rules, including eligibility dates, can be found here.
If you’d like to enter the Immortal Awards but you’re not yet a member of LBB, sign up here today.
If you have any questions about The Immortal Awards or need any help with your entries, please contact awards directors Paul Monan (paulm@lbbonline.com) and Emma Wilkie (emma@lbbonline.com)
Thanks to our wonderful Immortal Awards partners
