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    The M6 Educational Centre: We are proud to announce that the Professional Training Digital Marketing Vol.2 is on the way

    Institut-Terra-naslovnica

    Instituto Terra inspires new work by Gilberto Gil

    effie-slovenia-naslovnica

    Knowledge and inspiration on the 1st Effie Day

    cannes-delfin-naslovnica

    Curtain up for the Cannes Corporate Media & TV Awards 2021

    craft-jury-naslovnica

    Golden Drum represents Craft Jury, which will be chaired by Damisa Ongsiriwattana from Bangkok

    cockta-naslovnica

    DROM agency for COCKTA

  • Weekly topic
    daljinski-naslovnica

    Television Audience Measurement: In Serbia, the media are in a race to the bottom for every extra “click”, while in Croatia HTV has undermined the principle of joint monitoring

    This global pandemic, coronavirus, cuts across all geographical borders regardless of cultures and language. What is the role of Public relations today?

    Slaven Fischer: Creativity doesn’t reside in buildings but in people, no matter where they are. It’s natural for people to work from home.

    Janja Božič Marolt: As in every crisis, there will be a lot of victims and some winners in the communications industry of the region.

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    Diary of a Methuselah #157: The Young Leaders of Tomorrow, a great event for young people who are ready to assume responsibility for the future of industry

    Diary of a Methuselah #156: I’ve been writing my Diary for three years now, and I don’t think I wrote anything smart

    Diary of a Methuselah #154: Three days at the PRO.PR Conference

    Diary of a Methuselah #153: Portal Media Marketing starts a new life today

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    Mladi liderji – Saša Droftina, Luna \TBWA: Želela bi, da bi se spremenil odnos do pitchev

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    Mladi liderji – Kristina Gregorc, Mercator: Zelo sem optimistična in izjemno ponosna in vesela, da sem del tako velike in uspešne ekipe

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    francis-ingram-naslovnica

    Three questions for Francis Ingham, Managing Director of the Public Relations and Communications Association (PRCA) & Chief Executive of the International Communications Consultancy Organization (ICCO)

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    nastja-naslovna-2-min

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    Maja Kolarić: One of the beauties of art is how it can imbue a city with global spirit

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Home News

Ikea’s iconic lamp ad gets a sequel

The new spot makes a full circle, and this time focuses on reuse and responsible consumption, simultaneously boasting Ikea’s quality

14/09/2018
in News
2 min read
Ikea’s iconic lamp ad gets a sequel

Drugi jezik na kojem je dostupan ovaj članak: Bosnian

Back in 2002, Ikea Canada launched an ad with a sad story of a humble desk lamp. The spot, originally directed by Spike Jonze, has now received a sequel full 16 years later. Ikea felt the Lamp’s story desperately needed revisiting, especially since the overall strategy of the brand has changed considerably.

The ‘Lamp 2’ spot continues where the original left off. In the original spot, we watched a story of a simple red desk lamp, discarded by its owner after buying a new one. The lamp just sits there on the sidewalk, in rain, with moody, nostalgic music background that caused viewers to feel for the poor product. All of a sudden, a man enters the scene, ironically stating: “Many of you feel bad for this lamp. That is because you crazy. It has no feelings, and the new one is much better”, which immediately made the ad memorable. Check out the original spot below:

The sequel now revolves around Ikea’s new People and Planet Positive strategy which focuses on eliminating all single-use plastics from its range and restaurant, but also committing to being a completely circular business by 2030. The company pledged to make its products to last-longer, using entirely recyclable and sustainable materials, and it will have programs in place to allow products to have a second-life.

In line with this strategy, the new spot was created, which took the opportunity to tell a new story about Ikea’s product quality and longevity. The spot, according to the company, also wanted to tell a story about the value of people keeping their products longer, loving them longer, and how much better that will be for the world. Check out the new spot here:

The spot was created by the agency Rethink, and directed by Mark Zibert.

Tags: IkeaLampRethink
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