A reflector lamp assembly may be formed with a reflector housing having a reflector with a prescribed reflective surface; the reflector formed with a wall defining a through passage. A lamp bulb assembly having an axially extending stem supports a head extending transverse to the axis, the head having a first generally linearly extending region, a first set of LEDs mounted generally in a row along the region oriented to face in one plane towards a reflector. Electrical connections for the LEDs extend through the head, and stem to the exterior of the assembly for electrical connection. A base extends in the through passage and is mechanically mounted to the optical housing with the LED assembly oriented to face the reflective surface.