What a Sad Lamp Can Teach Founders About Messaging, Emotion, and Clarity.

In 2002, IKEA released a commercial that began with a melancholic scene: a red desk lamp is discarded on a rainy street, replaced by a newer, sleeker model. The camera lingers on the lamp as the elements batter it. The music swells. The visuals feel intimate. We begin to empathise.

And then to a Swedish man in a turtleneck, who walks into the frame and says:

“Many of you feel bad for this lamp. That is because you’re crazy. It has no feelings. And the new one is much better.”

It’s disarming. Funny. Profound. And brilliant advertising.

Why It Works: The Psychology of the IKEA Lamp Ad

The ad cleverly manipulates emotional framing and then breaks the fourth wall to deliver a rational jolt. It employs a storytelling device known as emotional misdirection, which draws the viewer into caring about an object and then exposes that attachment as irrational.

This creates cognitive dissonance. We’re momentarily confused or even embarrassed by our empathy. And then we laugh because the message lands!

This is about function over sentiment. IKEA doesn’t just sell furniture. It champions practicality, affordability, and progress. - Adam Ryan

What Founders Can Learn from This 60-Second Masterpiece?

1. Emotion Opens the Door. Logic Seals the Deal.

The ad leads with emotion and closes with clarity. As a founder, lead with the story and empathy, but always connect it back to a concrete value proposition. The heart and head need to work together.

2. Challenge the Viewer’s Assumptions

The commercial breaks the narrative we expect. Most brands would double down on sentiment. IKEA flips it and earns attention, respect, and memorability. Ask: What belief does my market hold that I can gently challenge?

3. Simplicity Is Persuasive

No complex graphics. No overproduced montage. Just a single object and a stark message. In a world of noise, simplicity is your superpower.

4. Make Your Brand Philosophy Tangible

This wasn’t just an ad for a lamp. It was a campaign about IKEA’s belief in functional, accessible design. As a founder, every message you put out should ladder up to your brand values.

5. Create an Aha Moment

The twist in the IKEA ad creates a “moment of truth.” Great storytelling leads viewers to self-realisation. Your product should do the same. Whether it’s a landing page or a pitch, ask: Where is the twist? Where does the lightbulb go on?

We don’t just watch ads. We feel them. The IKEA Lamp commercial is clever not because it’s emotional but because it manipulates emotion with purpose.

As a founder, your job isn’t to avoid emotion. It’s to wield it with empathy, integrity, and a point.

About Adam Ryan

Adam Ryan is a startup growth and scale expert with over a decade of experience helping founders build high-impact companies. A founding member at SEEK (valued at $7B) and a multi-exit operator, Adam blends hands-on startup execution with academic insight as an Adjunct Professor in GTM, Innovation, Product, and Sales.

He’s also the author of Startup Growth Hacking and a trusted advisor to early-stage teams navigating the chaos of growth. Adam is recognised for his practical frameworks, keen market instincts, and profound commitment to founder growth. 

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