 The result at Cannes was a surprise ; after the longest judging period in the festival 's history , the Grand Prix went to neither of the two event favourites . Instead , the jury awarded the prize to " Lamp " , a U.S. advertisement directed by Spike Jonze for the IKEA chain of furniture stores . Voted second was a British ad , " Ear Tennis " for the Xbox video game console . Chief among speculated reasons for the outcome was the plagiarism debate surrounding " Cog " . Ben Walker told Adweek " A couple of people on the jury told me the reason it didn 't win is ' cause they didn 't want to be seen to be awarding something which people in some corners had said we copied . " 
