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ace85le's picture

It doesnt really sell lego for me.

ace85le
Activity Score 3935
Marketing Manager |

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www.scorchidentity.com

Brand Design | Logo Design | Brochure Design | Website Design | Branding Packages

kleenex's picture

Me too....

kleenex
Activity Score 51078
Web Designer/Developer
Marcupolo's picture

hmm ok...

Marcupolo
Activity Score 206
Creative Director
Billoughsby's picture

I think they're selling to the parent (who will buy these costly sets of blocks for the kids), and I like this.

Billoughsby
Activity Score 5144
Art Director |

That's it.

atb2005's picture

Too elitist for anyone, if you ask me. Are these guys hoping to win an award or something? I frankly don't care who the TA is here: parents or children. Even as a parent, I still won't buy Lego based on this ad. Compare this to these two other brilliant Lego campaigns:

http://adsoftheworld.com/media/print/lego_eighties
http://adsoftheworld.com/media/print/lego_taj_mahal

atb2005
Activity Score 13557
Billoughsby's picture

I guess I don't get the elitist charge as applies to this ad. It's an old car with a different color door, offered up without so much as a blink or a wink, which on the face of things is almost anti-elitist.

(But sort this in wherever you want in the elitist debate: In my working class zip code, growing up, a Lego set was the most elitist toy imaginable. I had a cousin whose dad was some sort of suit at a big corporation, and he was the only kid I knew who ever had a sizable box of Legos. To this day, it's a system which is all about expanding with more kits and boxes of pieces. A decent size set can easily wind up topping the $300 mark. This in a toy environment where Hot Wheels can be had for about a dollar. So if it is elitist, maybe this ad speaks the right lingo for the audience.)

Billoughsby
Activity Score 5144
Art Director |

That's it.

atb2005's picture

Always a pleasure to read your comments, Bill :) Btw, I never had Lego.

atb2005
Activity Score 13557
Billoughsby's picture

Back atcha atb. You keep the discussion interesting here.

Billoughsby
Activity Score 5144
Art Director |

That's it.

AdBuzzer's picture

It surely targets parents and I think it's smart and makes you think about the ad for a moment. And surely you don't need to be Einstein to sort out the metaphore.

AdBuzzer
Activity Score 1174
Marketing Manager |

http://adbuzzer.wordpress.com

SJ Baiona's picture

The idea is excellent, simple, original and explicit.
For once, it does not draw the consumer down by offering a poster can be a bit "elitist"(cf lufi and co), I would say rather more subtle than that of consumers lobotomized brain potential. Is not it also the role of advertising to make people think that Consumers can?
With regard to the target, I find target "the parents", ex-consumption of Lego (they are buying their children the toys of their childhood), is a very good match took. In short, a very good job and a very nice approach. Congratulations guys!

SJ Baiona
Activity Score 7
Art Director
Taylormade's picture

I don't know why everybody is debating who the target is. It's obvious: award show judges. I've never actually seen a Lego ad in real life, yet award annuals are littered with them. Just evaluate this as a creative exercise and then move on. (I think it's kind of clever – but not as good as many Lego ads of the past.)

Taylormade
Activity Score 408
mmackinven's picture

To be honest, I think this campaign is too close to this one: http://adsoftheworld.com/media/print/lego_tank

But what I think is wrong, the children who build a car like that are most likely to be 9 months to 1.5 years or so old, maybe a little older. Which is the market for Lego Duplo, not these small Lego bricks. These ones are to build things, add to things, make gloriously HUGE things out of Lego!

Then there's Technic... a whole new story :)

mmackinven
Activity Score 1608
Art Director at Freelance |

www.mackphotography.co.nz

Marcupolo's picture

agree with u

Marcupolo
Activity Score 206
Creative Director
mark randall's picture

I've seen better lego ad before

mark randall
Activity Score 45
belgium12's picture

Not new and i'm ok, i've seen better for lego and more more good.

belgium12
Activity Score 49
neztor's picture

I think it sells unlimited imagination, or something like that.

neztor
Activity Score 42
Copywriter at Pragma |

www.be.net/neztor

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