My Most Immortal Ad: Warren Marenco Chase on IKEA's Lamp

Storytelling at its finest. Not a recent ad, but one that absolutely transformed a category and introduced a practically unknown Swedish brand to the world.

 

Every single scene is so highly dramatised and perfectly executed to appeal to our most human emotions. It is a masterclass on emotional manipulation and the use of humour.

 

From Crispin Porter + Bogusky and directed by the brilliant Spike Jonze, this ad is a fantastic example of how the right score is just as important as any visual in telling the story. The scene from the lamp’s point of view when it’s being taken away from the room is absolutely gut wrenching. No other ad has been able to humanise an inanimate object like this one. As a viewer, you are completely immersed in the story to the point of tears. And then the rug is pulled from under your feet when the quirkiest man comes into shot, soaking wet, and delivers the burst-out-laughing punchline. Totally unexpected and memorable, and most importantly, it created a language and a space that was entirely unique for the brand – one that the brand capitalised on for over a decade.

 

20 years since it first went on air, every time I see this ad I never skip it. 60 seconds of pure brilliance in storytelling, cinematography, score and casting.