From YouTube.
People feel guilty replacing furniture that still works, and guilt is a real barrier to buying.
A discarded lamp sits in the rain looking heartbreaking, until a man tells you that you are crazy for feeling sorry for it.
The Stupid/Smart of it
Stupid: Spending most of the film making the audience feel something, purely to tell them off for feeling it.
Smart: Manufacturing sympathy for a lamp then mocking the viewer for feeling it is a strange trick, but it dismantles the guilt directly.
IKEA's business depends on frequent, guilt-free replacement; no premium furniture brand could run this.
The reversal is the joke, and jokes with a turn get retold.
The devices behind this one, from our library of ways in: