Jonze’s memorable spot doesn’t sell a product, but an idea: namely, that furniture is replaceable — and Ikea is a smart and fun place to buy new sofa (or table lamp).
ON A SCALE OF 1 (LOW) TO 10 (HIGH), HOW WELL DOES THIS SPOT REFLECT THE DIRECTOR’S STYLE OR SENSIBILITY? (9) Nailing that shift in tone, from maudlin and sentimental to weird and humorous, is not an easy thing. Jonze sets up a sad story and, with expert staging, delivers an out-of-nowhere coda (“Many of you feel bad for this lamp…”) that slaps viewers back to the message.
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