Lamp
- Brand:
- IKEA
- Agency:
- Cp+b Miami
2002FilmVideo · YouTube
Timeless principle
Use familiar emotions, then overturn them.
The idea
Make viewers care about a discarded lamp, then expose that sympathy as an IKEA joke.
Why it works
Rain, music and framing make an unwanted object feel heartbreakingly alive. The final interruption punctures the sentiment and reframes replacement as common sense. IKEA gets an emotional film and an anti-emotional punchline in the same idea.
