the 2002 World Series. The two television and cinema pieces were complemented by internet, print, and billboard advertisements pushing the "Unböring" concept. In all, IKEA's advertising spend for 2003 amounted to an estimated $US45,000,000. The campaign proved a huge popular, critical, and financial success. Sales of IKEA products within the United States increased by eight percent during the period in which Lamp was broadcast. It was analysed extensively by the media, with commentaries appearing in publications such as The New York Times, The Washington Post, and the Chicago Sun-Times. It proved no less popular within the advertising community, with particular praise given for the execution of Lamp. Dan Wieden, co-founder of the advertising agency Wieden+Kennedy, said of the piece: "Lamp hits audiences like a bullet between the eyes." Chairman of DDB Worldwide Bob Scarpelli commented that Lamp was "one of those ideas that changes the whole landscape". Not all reviewers were as taken with the piece, however, and similarities between aspects of Lamp and advertisements for The Carphone Warehouse running contemporaneously in the United Kingdom were noted. Criticism was also levelled at the message behind the campaign; Rob Walker of Slate magazine commented: "You could argue that IKEA thus associates itself not just with the useless cluttering of landfill, but with a certain slavery to trend-following." Despite this, Lamp was the eighth-most-awarded advertising campaign of 2003, garnering a significant number of awards from the advertising and television communities, including Golds at the London International Awards, the ANDY Awards, the Association of Independent Commercial Producers Awards, and the prestigious Grand CLIO Award for Television and Cinema. In a move that caused a considerable upset, Lamp was awarded the Grand Prix at the Cannes Lions International Advertising Festival, considered the most prestigious award in the advertising community, in place of the favourite for the prize—Cog, a British advertisement for the Honda Accord. Before the jury made their decision, which took longer than any judging session in the history of the festival, Lamp was seen as a long-shot for the award at best. Many speculated that the surprise result was due to accusations of plagiarism levelled at the makers of Cog by producers of the Swiss film The Way Things Go. Ben Walker, the copywriter behind Cog reported in the trade publication Adweek that "A couple of people on the jury told me the reason it didn't win is 'cause they didn't want