Well… Not that great…

It took me a while to figure out what it’s supposed to be: a submarine? Who exactly is the target? I’d like to see the ads that lost to this one.

A submarine. Okay…

I’ve got a LOT of Leggo experience, and, as a hardcore user, I have to say this falls a little short.

All it needs is a nudge, a clue. This isn’t “figure out the hidden meaning,” after all. It’s advertising. This ad is on the verge of greatness, but it’s asking too much, IMO.

“Imagine”

But imagine what? I didn’t get the submarine reference at all. All I saw was a few white blocks on a large blue board. Now I like the idea that this is the start of something, but I think you need a little more than a few block.

However, it’s very appealing visually, and I think that is why it won.

did this deserve the grand prix? not at all. btw, does anyone ever see these award winning toy ads in real life?

Is it really a submarine? My first thought was that it was the Loch Ness monster.

I’m with lars and mike on interpretation, but the discussion of the ad here really makes a stronger case for the ad than it does on its own.

You can check out all the other winning print ads here:

http://www.canneslions.com

What I really like about the ad is the fact that it can be anything. It can be a submarine. But it also can be anything else. It’s exactly what Lego is – anything you have in mind. Great piece.

well, it also took me a while to get the message but the fact is that, as RM says, all the discussion around it justifies its value. I think they went for a generic picture, in a way that it would have millions of interpretations. Suggestion of any kind would blow it right away. The fun in this ad is imagining what can it be behind those two bricks. That’s why we’re still here talking about it.

Then again, I’m with Frederik, I think gp is a little bit too much for this. Its a great ad though.

Lego… oh, the memories.

Of course it’s a submarine.

The ad is great. And I’m sure it’s not the graphical and compositional aspect that made it the winning entry.

Imagine a kid building the sub. He’ll wave it around tipping it up and down doing the “blubb-blubb”-sounds, to have the it submerge and then reappear above surface.
The thought to actually submerge the sub into a solid object by just having the periscope show, is nothing short of brilliant.

But it may be just a bit TOO clever.

I think it’s genius. Extravagant lego structures are pretty ubiquitous so to say so much with so little is great. Anyone could have given you the image of a submarine but with 2 blocks and a grid, it truly calls you to ‘imagine.’

Well, thats the point, Lego is all about imagination, enhance creativity and to create. I reckon its not that simple to follow, but sometimes leaving it for the viewer to digest the meaning is another way to get the brand accross.

Makes sense?

Guys… cant you see? you are all discussing what that thing is… thats whats all about!!!!! imagination, everyone has its own idea, Nessy, submarine or whatever… what matters is our imagination