Yellow Brick

January 2012
Lego Print Ad -  Yellow Brick


The ads appeared on four consecutive pages. LEGO is a company that has fostered imagination, invention and creativity for over 60 years. So it is unusual for these ads to feature only long copy with minimal imagery. However, upon reading each of these scenarios the ad comes to life in a way that is unique only to the reader and how they see these playtime scenarios in their mind's eye. Typographic elements of kerning contrasted with tracking allow the reader to almost get lost in the copy selecting keywords for their imagination. The fourth ad in the series, “Yellow Brick” features a notepad with the tagline “Every LEGO brick tells a story. Build yours.”

Chief Creative Officer: PJ Pereira
Creative Director / Copywriter: Aricio Fortes
Creative Director / Art Director: Paulo Coelho
Account Executive: Lo Braz
Illustrator: Eduardo Gomes
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jackmancer2017's picture

Meh - this is just an argument which isn't validated.

Activity Score 6992
Copywriter at Editor/Student
Nike Diesel's picture

Illustrates the concept, but still I think this ad is weak and super lazy compared to rest of the campaign.

Nike Diesel
Activity Score 13630
Art Director
PDF's picture

Great, so fresh !

Activity Score 66
morse's picture

Loved it.

Activity Score 18087
Art Director |

.. / .-.. --- ...- . / .- -.. ...- . .-. - .. ... .. -. --.

Hadrons's picture

Love the entire campaign.
My lengthy comment if you wish to read, is on the red brick.

Activity Score 6041


ZaboZaboZabo's picture

Seriously, this is a 1st idea campaign. Schoolish and weak.

Activity Score 593
Art Director
jponino's picture

this one is the only acceptable one, the other are missing the target, and feel so low compare to the amazing lego ads done so far

Activity Score 601
Copywriter at ISCOM, copywriter and art director
Billoughsby's picture

An ad series possessing no visual hook to speak of, and one apparently written by the square inch.

It's an all or nothing, love it or hate it ad series, and brave in that way, I'll give them that. It'll charm the few and never be noticed at all by the vast majority.

Their placement had better be the ironclad best.

Activity Score 5150
Art Director |

That's it.

MicheleVirgilio's picture

Minimal and exaustive. I love lego. i'm agree with the ad.

Activity Score 2617
clearsky1989's picture

Almost similar. Which one came first - Chicken or Egg?

Activity Score 429
Copywriter at Grey
bate_palmas's picture

I agree this idea has been done thousands of times but your link is a totally different concept similar only in the art direction.

Activity Score 1479
kleenex's picture

I love all four ads.

Activity Score 52288
Web Designer/Developer
ishiboy's picture

Now this one, let me down.

Activity Score 497
Creative Director at Mumbai, India
Roger Keynes's picture

Try harder.
Much harder.
Is that why you haven't put your agency's name to it?

Roger Keynes
Activity Score 5498
Copywriter |

The Jobless Writer
Will Think for Salary

Billoughsby's picture

They're still mulling the what do we call ourselves question. Hunching Gamer Tangent is the current front-runner.

Activity Score 5150
Art Director |

That's it.

asiaminor's picture

Great copy if it's your first time reading it. A few tweaks could have polished this punch line real nice.

Activity Score 30
lemonAd's picture

If only they could somehow turn this into a benefit or come up with a positive way to depict this insight...

Activity Score 343

when life gives you lemons make a lemonade stand.

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