70 responded to this post

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 Ben Requena said on August 1st, 2006

Agency: FCB Johannesburg
Photographer: Gerard Turnely
Director: Brett Morris
Copywriter/Art Director: Lance Vining
Art Director: Charles Foley
Awards: Grand Prix—Cannes Lions International Advertising Festival

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 Nick Tasker (Jus'task) said on August 1st, 2006

This must be one of the best print campaigns in the world ever. Nick

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 Nigel said on August 1st, 2006

Great stuff… and for me, better than that submarine – or whatever it was! – a month or so back. Yeah, the shadows are very explicit, but kids really do see all that detail – and more – in Lego. The ads are just trying to explain this to the adults so that they can “get” why their kids want more of the stuff…

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 al said on August 1st, 2006

There’s another one of these in this series (aeroplane) at http://www.thefwa.com/adworld/adlego0606.html

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 Will said on August 1st, 2006

this has been on a wall at my ad school for two years

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 Scott said on August 1st, 2006

Ya, these are MUCH more effective than the submarine ad.

Just as beautiful to to look at, but they get the message across clearly and quickly (which the submarine ad failed to do IMO).

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 Yulia said on August 1st, 2006

Beautiful. But how can one make a bad ad for Lego? It’s a great kids toy that just has 3 billion cool concepts for it. It’s not like an itch cream or anything.

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 Freddy (the other one) said on August 1st, 2006

Beautiful concept. It really captures what Lego is all about: Imagination.

However, I am having a hard time to believe that Lego actually endorses advertising using a war theme (picture 3). As far as I know, Lego never went into actual war topics with its products. Not that they are overly pacifistic but they always stayed on the past (wild west, medieval) or future (sci-fi) side of the ugly.

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 Jeremy said on August 1st, 2006

This is one of those gorgeous “Lurzers Archive” concepts that is also what I call a “shooting fish in a barrel” concept. Who ever gets a creative brief that simply states “Visually communicate the essence of Lego blocks”?. No one. You’re always going to be tasked with moving much product for the new Star Wars toy, or for the latest Bionicle set. I can barely FIND basic Lego blocks on the store shelves for my kid. I can’t imagine that Lego’s strategy is to move basic block sets anymore.

I wonder more about how this ad originated. Was it actually requested by the client, or was it shown to them (and they were convinced to then run it)? I smell a situation designed to win an award at Cannes. With no actual marketing parameters/objectives to hold one back, it’s a lot easier to win at Cannes.

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 kareno said on August 1st, 2006

Ooh these are really impressive. Simple and subtle. I hope kids haven’t ditched these for video games entirely.

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 Dam said on August 1st, 2006

So simple yet so effective, i reckon these ads work great for kids aswell as parents, compared to the Hot Wheels ad.

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 Chris said on August 1st, 2006

genius

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 ray said on August 1st, 2006

good stuff!

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 ming the artmaker said on August 2nd, 2006

super wow!

simple and nike-sque

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 New York Punk said on August 2nd, 2006

I am not so sure it’ll win cannes. More like archive stuff. Also, the dinosaur one is really not as strong as the others.

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 Moey said on August 2nd, 2006

impressive..

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 Brutal said on August 2nd, 2006

VERY nice!

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 ming the artmaker said on August 2nd, 2006

to new york punk,

i think the dinosaur is the strongest.

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 Von K said on August 2nd, 2006

Jeremy,

The reason for showing the basic blockss isn’t to o sell a specific product, it’s reinforcing & building brand equity. Everyone knows those basic shapes as “Lego,” that’s why it’s so effective.

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 innit? said on August 2nd, 2006

Great artwork – the concept is the same as the Star Wars Episode I poster with Anakin and Vader – a good idea.

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 Deanna said on August 2nd, 2006

Love it! Totally perfect on the imagination of children and legos. It makes me think of the mutant animals my sister and I use to create with Legos.

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 Jeremy said on August 2nd, 2006

The ads reek of Roland Young. Give a shout-out if you know what I’m talking about.

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 ELMANCO / Stefano Ricci said on August 3rd, 2006

It’s really a wonderful advertising… but for adult people!

I think that many kids will not be hit for the ad, but i suppose in this case they are not the target

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 Scamp said on August 4th, 2006

To me it says Lego is quite shit, as you can’t build anything like a real dinosaur with it, you just have to imagine that a couple of featureless blocks one on top of the other is a dinosaur.

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 Brandon K said on August 8th, 2006

I know this post is getting old, but I hope to rectify something here. These ads ARE NOT from FCB, they are from Blattner Brunner, and were done before the Cannes work.

Ben Requena, your credits are wrong, they are as follows:

CD/ Jay Giesen, Dave Kwasnick
AD, CW/ Derek Julin
Photographer/ Tom Cwenar

For any non-believers, check it out – http://www.derekjulin.com/ I work with Derek and this was the original concept. I coded this website when we were in college less than a year ago. Check out the advertising section, second row, third and fourth tabs. These are the original thought.

brandon

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 Brandon K said on August 8th, 2006

Sorry, to clarify, the images above are Derek’s executions, not FCB.

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 Ben Requena said on August 8th, 2006

Emailed Fredrick about corrections. I apologize for the confusion. A correction should be made shortly.

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 nico said on August 10th, 2006

Excellent

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 Boris said on August 11th, 2006

Dinosaurs? Yawn, so cliché.
Destroyer? Tank? Death and destruction anyone?

Sad. Lego was always such a nice educational thing… what happened? :(

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 Soo said on January 2nd, 2007

Simply amazing. There’s no end to imagination, which in a way os a key tool in abstraction, isn’t it? lovely.

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 Michele said on March 6th, 2007

I ALSO would to like to set things right as Brandon mentioned in an above post. These ads are from Blattner Brunner by Derek Julin, my future son-in-law ( we hope !!!) . They were done long before the Cannes work that was mentioned above. I kindly ask that you correct your post Ben. Thank you. Derek is multi-talented and one of the humblest people on earth. He has worked VERY hard and has never had anything handed to him. I have known him for 8 years and am very proud of him. Excuse the gushing —- but this guy deserves tons of accolades.

ALSO, I just love this ad. It talks to you and makes you remember a kid’s vivid imagination. It is brilliant !!

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 levi said on April 30th, 2007

imádom a legot!!!!!!!!!!!!

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 Maox said on October 19th, 2007

Sheer brilliance. Also, makes my heart melt. So spot on.

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 Jim said on December 19th, 2007

The funny or maybe ironic thing is, that Lego barely sells these basic bricks anymore and relies on their themed sets, which leave little to the imagination. If you look at their sets in the store, a set will barely contain any real lego bricks and be all specialty pieces. I hope that this new advertising campaign is an indicator that they are on a move back to including bricks that have a variety of uses (such as the ones in the images above). – from a extremely serious Lego collector

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 Magnetic Signs said on January 11th, 2008

As a kid who grew up playing with legos, this ad stirs notalgia and reminds me how legos can be a very creative outlet for a child.

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 Han said on January 14th, 2008

just beatiful concept!!
amazing~!!!!
oh my goodness!!!!!!!!!!

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 GELADAKIS GIORGOS said on June 13th, 2008

very nice work this LEGO stuff.
But is lego right?

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 Mom of 3 said on August 20th, 2008

Please make these ads into posters for kids bedrooms. My 6 year old son (huge lego builder) would love these prints – for his room!

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 onassis said on January 10th, 2009

Brilliant!!

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 Beth Sowell said on December 16th, 2009

I must say that the primary colors are attractive and I totally got the idea that a kid’s imagination can make anything.

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