Abstract: A lamp assembly includes a reflector having a concave reflecting surface and an axis of rotation, and a light source including a filament mounted at or near a focal point of the reflecting surface. The filament has a length to diameter ratio of 6:1 or greater. The reflecting surface is formed as a multiplicity of reflecting facets. The facets on at least 50% of the reflecting surface have dimensions and curvatures selected to produce a light pattern wherein a ratio of filament width spread to filament length spread produced by the facets is at least 2:1. Preferably, the facets are arranged in axially adjacent rings. The facet rings can be successively offset in a rotational direction so as to reduce circumferential variations in the light pattern.