TV still
Lamp
IKEA · 2002
- Agency
- Crispin Porter + Bogusky
- Campaign
- Lamp
Analysis
A discarded red lamp stands beside a rubbish bag on a wet street. IKEA's commercial uses the scene to make viewers feel for an object.
Object personificationEmotional reversal
Why it worked
The rain and darkness create a familiar image of abandonment. The ordinary lamp becomes a character through its placement alone.
Lesson
Use context to give an ordinary product an emotional role.