My Most Immortal Ad: Karl Waters on IKEA's 'Lamp'

For me IKEA’s ‘Lamp’ spot created by Crispin Porter & Bogusky from 2002 is truly immortal. I still remember the first time I saw it. 

On first viewing, as was the intention of those who created this masterpiece, I was taken in by the unfair treatment and seemingly desperate fate of this inanimate object; the lamp. And I cursed the owner who cruelly discarded it on the street – you bastard!

Obviously, ads often use characters and objects designed to be cute, cheeky or funny so that we relate and empathise with them. ‘Lamp’ doubles down on this. The director Spike Jonze masterfully creates an atmosphere that makes many shed a tear for this lamp. That alone is no easy thing to do. 

However, once the spot reels you in, it switches tone and calls you out for being so ridiculous as to root for a discarded lamp. The casting and delivery of this scene is unique and perfect. It’s rare that an ad can switch from being a tear-jerker to laugh out loud so smoothly within the one narrative. It’s one of the many reasons this spot is immortal. I honestly can’t fault a single thing about it.