"Adaptation" director Spike Jonze tweaks the art-house crowd with this stunning sendup. Eerie music accompanies a young woman shown throwing away a lamp by depositing it on the curb. It's cold, windy; it's raining. She's over it, OK? She's moved on with her life. Are we really to feel badly for the lamp? Nah, this is America, the land of conspicuous consumption. We are jarred into reality by a man with a Scandinavian accent: "It has no feelings. And the new one is much better." We can't wait to see what she does when it's time to replace the couch.
Creative director: Alex Bogusky
Art directors: Mark Taylor, Steve Mapp
Copywriter: Ari Merklin
Agency producer: Rupert Samuel
Production co.: MJZ, Los Angeles
Director: Spike Jonze
Editorial co.: Spot Welders, Venice, Calif.
Editor: Eric Zumbrunnen
Music co.: Mit Out Sound, San Francisco
Composer: Ren Klyce
HONORABLE MENTION: Sears, Roebuck & Co., "Rude Awakening"/ WPP Group's Ogilvy & Mather, Chicago