''Lamp'' opens with a shot of a red tabletop [[light fixture|lamp]] by a sofa. A woman unplugs it and carries it outside over her shoulder, the camera angle receding from the lamp's former home. aA sombre, minimalist piano piece plays in the background as the lamp is left by the side of the road on a dismal, windy day. Hours pass, and shots of the lamp sitting alone in the pouring rain are intercut with others taken from the lamp's perspective, showing through a window a view of its former owner on her sofa beside a new IKEA [[anglepoise lamp]]. As the camera pulls away from the abandoned lamp, a Swedish man (Jonas Forlander) walks into view and turns to the camera, stating: "Many of you feel bad for this lamp. That is because you crazy ([[sic]]). It has no feelings, and the new one is much better." The piece ends with the IKEA logo above the campaign's tagline ("Unböring"), and a link to its website, Unböring.com.
