In 2002, IKEA and director Spike Jonze released an ad that featured the story of none other than a sad, red tabletop lamp. Audiences were immediately driven into the pathos of advertising appeals with the sounds of a piano and a setting that were equally somber when the lamp is carried away from its home and abandoned out and into the cold. The message is simple- out with the old, and in with the new.
Fast forward to 15 years later, Ikea gives this familiar lamp a much better and brighter future in the latest spot directed by Mark Zibert who teams with editor, Marc Langley and colourist, Eric Whipp. The spot picks up exactly where the last ad was left, except this time we find the lamp in the hands of a little girl who stops to pick it up on her way home. Cut to the girl in her home as she reaches for an IKEA LED bulb from her cupboards ultimately giving her lamp its new life. The spot goes on and we see a beautiful series of all of the possible ways it lights up her life and shares these moments with her friends and family. This ad colourfully sheds some light on not only our homes but to the efforts to support environmental concerns for a brighter future one LED bulb at a time which according to the same Swedish man we saw back in 2002 is “not crazy” but “much better”.