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My Most Immortal Ad: Karl Waters on IKEA's 'Lamp'

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The Immortal Awards juror and Folk Wunderman Thompson creative partner on a true classic from Crispin Porter + Bogusky and Spike Jonze

My Most Immortal Ad: Karl Waters on IKEA's 'Lamp'
With just a few weeks to go until this year's Immortal Awards deadline, our jurors have been taking it in turns to select the ads and campaigns that are most immortal to them, revealing the reasons why they've stayed with them until this day.

Today it's the turn of Karl Waters, creative partner of Folk Wunderman Thompson, who goes for a culturally, financially and critically successful spot from Crispin Porter + Bogusky and Spike Jonze for the Swedish flatpack giant...

The deadline for this year's Immortal Awards is Friday 10th September. More information on how to enter can be found at the bottom of the article.


IKEA 'Lamp' (2002)



For me IKEA’s ‘Lamp’ spot created by Crispin Porter & Bogusky from 2002 is truly immortal. I still remember the first time I saw it. 

On first viewing, as was the intention of those who created this masterpiece, I was taken in by the unfair treatment and seemingly desperate fate of this inanimate object; the lamp. And I cursed the owner who cruelly discarded it on the street – you bastard!

Obviously, ads often use characters and objects designed to be cute, cheeky or funny so that we relate and empathise with them. ‘Lamp’ doubles down on this. The director Spike Jonze masterfully creates an atmosphere that makes many shed a tear for this lamp. That alone is no easy thing to do. 

However, once the spot reels you in, it switches tone and calls you out for being so ridiculous as to root for a discarded lamp. The casting and delivery of this scene is unique and perfect. It’s rare that an ad can switch from being a tear-jerker to laugh out loud so smoothly within the one narrative. It’s one of the many reasons this spot is immortal. I honestly can’t fault a single thing about it. 


Credits

Client: IKEA
Creative Agency: Crispin Porter + Bogusky
Production Company: MJZ
Director: Spike Jonze
Post Production: Spot Welders
Sound: MIT Our Sound

Entries to The Immortal Awards are now open and Little Black Book members can make their submissions here today. 

Entries into The Immortal Awards will be accepted until September 10th 2021. All entries must be made for a commissioning client, and must have first aired, broadcast, displayed, launched or published between 1st September 2020 and 31st August 2021.  

Every member of LBB is entitled to up to five entries, depending on their membership tier. This year, Bronze members receive one entry, Silver members will receive two entries and Gold members will receive five entries. The full list of rules, including eligibility dates, can be found here.

If you’d like to enter the Immortal Awards but you’re not yet a member of LBB, sign up here today. If you’re already a member and would like to increase your number of entries, you can upgrade your membership here.


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The Immortal Awards, Wed, 11 Aug 2021 16:00:00 GMT