Ikea "Save The Lamp" Ad

So while perusing the internet for this week's ad to analyze, I came upon this gem from Ikea:

This is quite possibly my new favorite commercial ever... Well, probably second after the Darth Vader commercial.  Anyway, this commercial first manipulates our emotions by personifying the lamp then bringing us back to reality with humor.

The majority of the commercial is spent making the viewer connect to this old lamp.  We first see this lamp carried out of a house and put next to the trash.  The shot is very dark, it's windy out, and there's slow, sad music playing.  The commercial uses commonplaces such as windy, rainy nights to draw on our emotions.  We've all seen a movie scene where a character is left by themselves in the rain and forced to fend for themselves.  They also had the woman literally put the lamp out in the trash, which we easily equate to being rejected or broken up with by a partner.  They even show the woman in her house enjoying herself with her new lamp while the old one sits in the rain.  We relate these images and situations to being sad, but only because we connect them to our emotions and interactions with other people.  We imagine ourselves being thrown away, and left for another, better version of ourselves.  Because of this, we attach our own emotions to this lamp, and feel bad for it

Then a man walks into the shot, and suddenly the music stops.  Then he 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."  Then the commercial ends with Ikea's logo and "unboring" written underneath it.  The first time I watched this I was shocked.  That was the last thing I expected to happen, and it really caught my attention, I had to watch the end again, and that is exactly what Ikea was going for.  In a couple of seconds they bring us back to reality and remind us that no matter how many personal emotions you attach to a lamp, or any other inanimate object for that matter, it is still simply an object.  It doesn't have feelings, and leaving it out in the rain because you got a new one will not make it sad.  This attempts to persuade us to go out and buy Ikea's new "unboring" items, because they're much better, and getting rid of your old things won't hurt anyone.

I think this commercial is extremely effective rhetorically because not only does it involve comedy to make its point, but there is a strong logos appeal in the fact that no matter how you perceive a lamp, it's still just a lamp.