Ikea has made a sequel to its well-known ad from 16 years ago in which were invited to feel sorry for the fate of an abandoned lamp -- and given it a very 2018 twist.
In the 2002 ad by Crispin Porter & Bogusky (which was directed by Spike Jonze and won a Film Grand Prix at Cannes), we saw a woman getting rid of her lamp, leaving it on the street to sit in the rain, as sad music played. However, the weepie setup was hilariously interrupted by a Swedish actor, who appeared out of nowhere and said bluntly: "Many of you feel sorry for this lamp, that is because you're crazy. It has no feelings, and the new one is much better."
The new spot, by Rethink Canada, picks up where that left off. Waiting for the garbage van, the lamp is rescued by a little girl with a toy wagon, who takes it home and gives it a whole new lease of life. It becomes an integral part of her games, lighting up toy tea parties and providing a spooky light in ghost stories. Finally we see the same actor appear, and say: "Many of you feel happy for this lamp. That's not crazy. Re-using things is much better."
Ikea says the new ad's environmental theme represents "a shift in our global approach to product and sustainability through a circular business model."
It's definitely a relevant update--even if it's not quite as much fun as the original.