Tank

Campaign
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Published/Aired: 
July 2009
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Lego:  Tank

Description

Print advertisement created by Jung von Matt, Germany for Lego, within the category: Gaming.

Caption

Making History.

Advertising Agency: Jung von Matt/ Alster Gmbh, Hamburg, Germany

Chief Creative Officers: Armin Jochum, Deneke Von Weltzien

Creative Directors: Fabian Frese, Gotz Ulmer, Daniel Frericks

Senior Art Director: Andre Price

Senior Copywriter: Sergio Penzo

Producer: Claudia Schildt/Fabian

Designers: Florian Zwinge, Tilman Gossner

Photographer: Claudia Schildt/Fabian
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Highest Rated

Guest's picture

But you definitely need 3 creative directors to work out stuff like that. #not

Guest
Prof's picture

omg...i did exactly those ads, minus the tank one, when i was in my first year in ad school.

not only would i say that those situations/fotos have been deadened beyond recognition, but its pretty lame and way too literal...

bad job imo.

Prof
Activity Score 1449
Copywriter |

Quite really.

Unmotivated Genius's picture

I agree....people need to stop whoring the importance of the original image to sell products.....it destroys the meaning behind the original

Unmotivated Genius
Activity Score 100
Art Director
rabbitz's picture

it's not about "MAKING" history
it's about "MISUNSTANDING" the history
and i am sure 80% of you guys don't have any ideas about what was happened about "this history"

rabbitz
Activity Score 464
AD MAN
Guest's picture

i do understand, but i dont think it's a good idea

Guest
Guest's picture

These are great...maybe not the most original idea but the execution is perfect.

Guest
Nash Albacea's picture

Actually, Lee (Clothing Line) has almost the same line as yours: "Make History." Though, they are using photographs submitted by their customers.

Nash Albacea
Activity Score 22
University of the Philippines Manila
Guest's picture

But you definitely need 3 creative directors to work out stuff like that. #not

Guest
Guest's picture

Lego ads are almost always great. This is the one.

www.vamosfalarmal.com.br

Guest
slowrider's picture

it's a rip off - see link below

slowrider
Activity Score 648
Art Director at xxx |

one should not take life so seriously - as one will not come out of it alive.

Andrey Vaslit's picture

I like this, It's just since that have been 50 years, and also that you can represent, do, anything with lego.
I like them.

Andrey Vaslit
Activity Score 210
dlsan's picture

Why not the Lego My Lai Massacre?

dlsan
Activity Score 10
dsklan's picture

i want to see a lego gas-chamber!

dsklan
Activity Score 1924
Art Director at homeshop
Guest's picture

and this comment by a german

Guest
dsklan's picture

it would be as sarcastic as this one, by the way it exists
http://killefit.net/blog/wp-content/uploads/2008/05/libera_lego02.jpg

dsklan
Activity Score 1924
Art Director at homeshop
ceso84's picture

hey,

Somehow i smell something is copied...again. But make yourself your own opinion:
http://images.google.com/imgres?imgurl=http://img.photobucket.com/albu...

ceso84
Activity Score 8
beingofageoldgrace's picture

"Don't play original. Become a copycat at JvM"

beingofageoldgrace
Activity Score 353
tirthomitro's picture

the LEGO craftsmanship is so near perfect that at the end of the day, however much people speculate about "lifting" of idea, it makes the reader smile in appreciation!

tirthomitro
Activity Score 2758
Creative Director at Grey Global, India |

they showed me a picture & i laughed
dignity has never been photographed

Guest's picture

Since when has lego been so political!? Lego is meant to be fun for kids... this is adult political shit... is it really gonna resonate with the kids!?

Guest
ivan's picture

Yes, but who pulls the credit card out? If the brand resonates with parents they may pay for Lego instead of the cheaper noname duplicates.

ivan
Creative Director at Ads of the World
Guest's picture

agree with you, Ivan. but based on these ads, will parents make the connection that "Lego will help my child be more imaginative"? i dont think so. the Tank ad is really one horribly offensive ad. if u look at JVM's output of Lego ads over the last couple years, they'd all missed the mark. and the tradition does not buck with the latest campaign.

Guest
ivan's picture

I don't know. I know I buy such toys to act our real life situations and teach my kid through it. Kids usually love it because it allows them to become an active part of a situation. This is different from simply reading a story or watching tv which is pretty much a passive activity. You wouldn't play the Tienanmen events with a kid of course. But this is just a metaphor. Not an instruction manual for playing.

The thing is, when this even happened I lived in Beijing. Just few hours before the event happened I was there. People I knew died. It is terrible. It's important to remember such events in history. They should not be forgotten. Kids should learn about it, because they may have to fight for their rights in their life at point as well.

ivan
Creative Director at Ads of the World
Guest's picture

but i think this interpretation of this now iconic image only serves to diminish its significance, just as much as reappropriating it to sell products does.
it doesn't help that the lego figures are all _smiling_ when the real life situations were often beyond horrific. children should absolutely be taught about
these events, but in a way that communicates the seriousness of the topics. as a parent, this would make me question lego's judgment and negatively affect
their brand capital in my mind.

Guest
Guest's picture

ma che infanzia allegra!

Guest
Guest's picture

stop stealing. not only the other lego version, but others have spoofed that photo. Remember the snowboarder?

Guest
Guest's picture

schweppes started with that picture at the end of the eightees - i guess ask joelapompe

Guest
Guest's picture

Oh my Lord. This ad is tiiiiiiight! love it

Guest
hoopla's picture

Come on. Last year, JvM took an idea from Daniel Shiu and Andrew Lipson
(Escher in Lego) from the web and put a weak line on it.

Now they take the next idea from the web and put a weak line on it.

http://www.flickr.com/photos/balakov/page6/

What ist that? A kind of business idea?

hoopla
Activity Score 56
Copywriter
Guest's picture

I agree that is as tacky a rip as it comes they straight ripped the tianamen square concept.

Guest
Guest's picture

Unbelievably tasteless concept for a friendly company like Lego. Using human misery to sell toys is odd.

Guest
alexander_bickov's picture

Great! Interestind this is handmade?

alexander_bickov
Activity Score 3281
everartz's picture

i always love lego ads and this is another great piece...

everartz
Activity Score 7613
Art Director |

| everartz |

Guest's picture

don't let it go to your head

Guest
iloveseneca's picture

Since its for German market, y don't they use a more significant "history" from their own backyard? LOL

iloveseneca
Activity Score 18
Home Sweet Home
Guest's picture

This is a great ad...Well done. Ignore the haters! The amount of posts or comments is evident enough on how good the ad actually is.

Guest
Guest's picture

that is so goood!!
even if it's a little noty. But iloveseneca is right. What about your own history, Germany?

Lil

Guest
slowrider's picture

see at the next one - the wall crash

slowrider
Activity Score 648
Art Director at xxx |

one should not take life so seriously - as one will not come out of it alive.

bootchec's picture

it is rather insulting because of a commercial context. Libera's concentration camp lego was an artistic comment and that is why he became so important in the history. This ad must be forgotten immediately.

bootchec
Activity Score 34
Chief Creative Officer at HellYeah!
busyb's picture

this is appalling. be original or find another job.

http://www.flickr.com/photos/balakov/sets/72157602602191858/

busyb
Activity Score 117
Guest's picture

It is very nice executed. But somehow it feels too much like scam..

Guest
Guest's picture

i am thinking about the execution.
would it have been better to make the tanks and the surrounding simpler?
lego plays alot arround that imagination part...i think simpler would have been more powerful in that perspective.

Guest
Pencil-Killer's picture

i don't think it's right to make a link with horrible situations.lego is about imagination and building dreams, not about cruel reality

Pencil-Killer
Activity Score 59
Art Director at Leuven
Guest's picture

Lego es mi marca preferida. Un Lovemark hoy en día. Felicidades a los que crearon esta campaña. Bien ubicada y centrada,me agrada la disposición y el diseño,en general muy a tono.

Guest
Guest's picture

this is scam. JVM is the copycat, as always.

Guest
Guest's picture
Guest
Guest's picture

非常有意思,非常熟悉,记忆里记得的跟不记得的,一起充斥心灵。

Guest
Guest's picture

Done by FCB, Sao Paulo with Playmobil for a Toy Store. Check out Luerzer's Archive 6-2005, page 49.

Guest
jackojackson's picture

learned at the miami-ad, accomplished by jvm:

1. search
2. steal
3. run ad once

that's how it roll. but by the way a bad idea, too.

jackojackson
Activity Score 4
Copywriter
Guest's picture

one thing that continually irritates me aboutthis site is self important and arrogant peoples comments are. who gives a f..k if you did it at ad school, maybe i did it in pre school... ambigous bullsh.t comments aren't constructive feedback nor do they make interesting conversations if your just trying big note your self by slating others.

Guest
radiergum's picture

The political content aside, I'm gonna call this ad "FAKE" :) I don't think The LEGO Group really used this. Most of the bricks are painted since they're not sold in dark green and you clearly see the white shining through on some edges, some even seem to be clone brand parts (or it could be excess paint on the stud from the crappy paint job). And if you look closer you see that they only made one tank, the same paint flaws can be seen on all three.

radiergum
Activity Score 2
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