Ikea’s Lamp: A Case Study in Emotionally Driven Advertising

Ikea’s Lamp

In 2002, Ikea released “Lamp” Ad, a commercial that not only redefined furniture advertising but also delivered a masterclass in emotional storytelling and brand identity. The ad flipped consumer expectations, challenging the cultural attachment to old furniture and repositioning Ikea as a brand for modern, stylish living.

Ikea faced a cultural barrier: American consumers treated furniture as long-term investments, clinging to old, outdated pieces due to sentimentality or practicality. CP+B was tasked with shifting this perception, encouraging consumers to view furniture as fashion—an element of personal expression worth updating regularly.

The “Unböring” campaign, of which “Lamp” was the first installment, aimed to disrupt this “till death do us part” mindset by making furniture a symbol of modernity, creativity, and renewal.

“Lamp” starts with a red Ikea lamp, lovingly placed in a room, only to be discarded on a rainy street. With a somber piano score playing, the lamp becomes a symbol of abandonment, evoking empathy from viewers. Just as emotions peak, a peculiar Swedish man (played by Jonas Fornander) steps into frame, breaking the fourth wall:

“Many of you feel bad for this lamp. That is because you crazy. It has no feelings, and the new one is much better.”

This abrupt tonal shift was pivotal, embodying Ikea’s playful yet pragmatic ethos. The unexpected humor disarmed audiences, driving home the message: furniture doesn’t have feelings, and it’s okay to replace it with something better.

“Lamp” achieved monumental success, resonating deeply with audiences and industry professionals alike:

1. Cultural Impact: By anthropomorphizing a lamp, Ikea highlighted the irrationality of attachment to objects, sparking conversations about consumer habits.

2. Business Transformation: The ad reframed Ikea’s products as modern, affordable fashion pieces, aligning with the campaign’s goal of encouraging furniture updates.

3. Critical Acclaim: “Lamp” won numerous awards, including the Grand Prix at Cannes Lions and a Grand Clio. Rivals like Dan Wieden of Wieden+Kennedy praised its impact, calling it a “bullet between the eyes.”

“Lamp” wasn’t just a commercial; it was a cultural statement that redefined furniture advertising. Ikea’s ability to pivot from humorously discarding furniture to its current focus on upcycling demonstrates a brand willing to evolve with societal values.

At Boston Waves, we believe in storytelling that combines emotional resonance with strategic clarity. Let us help your brand turn even the simplest object into an unforgettable narrative.