Spike Jonze of Being John Malkovich fame directed the ad, which upset the favored "Cog," from Wieden & Kennedy in London for Honda and audience favorite "Sculptor" from Euro RSCG Mezzano Costantini Mignani, Milan, Italy for Peugot.
At the show, Olympic gold medallist and longtime Nike ad star Carl Lewis appeared in person to present Nike CEO Phil Knight with his award as 2003 "Advertiser of the Year." Knight said one of the key's to Nike's ad success is that the company refuses "to take it creative cues from Wall Street or Madison Avenue." Lewis, who last appeared in swoosh ads in 1996, said they were a "fantastic" experience.
The winning Ikea spot was selected from a pool of 4,577 entries from 61 countries..
Crispin Porter's in-your-face TV commercial pokes fun at the unwillingness of Americans to part with their hand-me-down furniture. As the spot opens, viewers are encouraged to take pity on an old lamp that's been tossed on the street as garbage by a young woman and replaced by a spiffy new Ikea model. Suddenly, a strange-looking Swedish man walks up out of the pouring rain to set the record straight. "Many of you feel bad for this lamp. That is because you are crazy," he says directly to the viewing audience. "It has no feelings. And the new one is much better."
Dan Wieden, 2003 jury president of the Film and Press & Poster juries and chief creative officer of Wieden & Kennedy, said the strategy is so targeted that it's "like a bullet between the eyes." Nicholas Bell, a film juror from J. Walter Thompson in the United Kingdom, thought it was "fantastic" that an advertiser had the "confidence" to call viewers crazy in a commercial.
Alex Bogusky, executive creative director and partner at Crispin Porter, says the "Ikea: Unboring" campaign is trying to convince consumers that its OK to throw out Mom's old coffee table and splurge on a new one. While Americans overspend on "fashion" purchases such as clothes and shoes, they still cling to a "till death do us apart attitude" with their furniture, according to Bogusky.
"Americans have as many coffee tables in their lives as they do spouses," he said Saturday before taking off for a motorcycle ride in the mountains here. "We're trying to liberate them from that guilt."
If you're still not quite sure what's going on in the commercial, Bogusky explains the off-the-wall Swedish character represents the $10 billion furniture retailer. Bogusky envisions him an obsessed Ikea store manager on his way home from work, more interested in seeing how people accessorize their homes than being a peeping tom.
Director Jonze gave the spot its "grand, tragic" air, says Bogusky, by adding touches such as the rain and the gloomy setting.
The win should elevate the $250 million independent agency, with offices in Miami and Venice Beach, Calif., to another level on the global ad scene. Crispin Porter is viewed as one of the industry hottest young shops, winning raves for its "Truth" anti-smoking campaign, its successful rollout of BMW's MINI in the U.S. and recently winning Richard Branson's Virgin Atlantic Airways ad business in the states.
After being trounced in the Cannes Lions Press & Outdoor competition last week (winning only three out of 100 Gold, Silver and Bronze Lions awarded to ads), U.S. ad agencies roared back strongly in the final and most important contest.
U.S. shops won 25 out of 83 total lions, the most of any nation. The United Kingdom came in second with 16 lions but edged out the U.S. in Gold Lions: seven to six. The Netherlands posted a strong showing with seven lions, followed by Canada with four. France, Brazil, Argentina and South Africa tied with three lions each. Italy and Japan won a pair of lions. Germany had the second most entries. Belgium, Norway, Sweden, Singapore and New Zealand each won one lion apiece.
Cannes Lions also righted a wrong that lingered from last year by awarding its first Titanium Lion to Fallon Worldwide and Optimedia New York for BMW Films' two-year old short film series, The Hire.
Ridley Scott, Oscar-winning director of Gladiator, told USA Today that such sponsored films could be the "future of advertising" as more consumers gain streaming media capabilities.
"This will make the TV networks sit up and take notice because it's free," predicted Scott.
In other news at Saturday's award show ending the festival, TBWA in Paris was named Ad Agency of the Year. And Partizan in the United Kingdom won the "Palme d'Or" award as the world's top production company.
So what will Crispin Porter do to celebrate its big win? Bogusky is thinking about flying the entire 160-person shop to the Bahamas. Or he may follow yet another time-honored American tradition after winning the big one.
"Maybe we'll all go to Disneyland. That would be funny," he says.
Some well-known U.S. TV commercials and ad campaigns took home gold lions trophies on Saturday night. Among them:
• Wieden & Kennedy, Portland, Ore. won gold lions for its "Angry Chicken" and "Before" spots for Nike and for its humorous work for ESPN. Wieden also won the "Lion for Excellence in Music" for the original score in "Before" which shows athletes tingling with anticipation before the start of a match or game.
• Goodby, Silverstein & Partners, San Francisco won gold for its "Sheet Metal" spot for Saturn that was talked up as a Grand Prix contender and for its "Birthday" spot for California Milk Processors.
不得不佩服老外用影像說故事的能力！
這部廣告是小編大學時代課堂上教材，
運鏡很獨特，
以一只檯燈當作第一人稱，
被女主人拿出來放置門外。
檯燈望著窗內的女主人，
驚見她擁有了新的檯燈，
自己則遭雨凌遲，
搭配動人的配樂，
最後跳出一陌生男子說：
＂If you cry for this lamp,you're crazy
The new one is better."
最後用這句話賞了閱聽人一巴掌，
原來它是IKEA廣告，
家俱新的永遠是最好。
參考資料：
USATODAY
http://usatoday30.usatoday.com/money/advertising/2003-06-21-cannes-winner_x.htm
廣告部落格
http://tunaman.pixnet.net/blog/post/10044064-2010
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