Example: A Swedish man shows no mercy for an old lamp that sits out on the curb with the rest of the week's trash, while a new lamp is warm and cozy in its new home. "Do you feel sorry for that lamp? You're crazy! That lamp is old. This lamp is new!"

Example: A print ad that asks "Do you have furniture you hate because someone you love gave it to you? You're crazy!"

The campaign is quite clever. Encourage people to give in to their stylistic desires. Go ahead, get the new lamp. Buy that bold new throw rug.