An advertising campaign in US markets urged viewers not to feel bad for the lamp. The award-winning spot features a forlorn lamp slumped on a curb, the rain beating down on it. In the background, we watch a window as its former owner welcomes a new light fixture. A man with a Swedish accent approaches and says, “Many of you feel bad for this lamp. That is because you are crazy. It has no feelings. And the new one is much better.”

According to the agency that created the spot (which was directed by Spike Jonze of Being John Malkovich and Adaptation fame), many consumers are reluctant to part with old furniture and other accessories, so IKEA would like to help them feel better about buying new items. The audacity to tell viewers that their attitudes are crazy and that they need to get over guilty feelings is typical of the Swedish furniture retailer’s approach of going against common assumptions.

View the video here.

(I know this is old news, but I still like it and wanted to put it up here so I can easily reference it in the future.)


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