Think Hard

actually…Ken’s right…these are not as genius as initial impact suggests

while the ads capture the real lego experience from a 5 year old boy’s perspective…5 year old boys are not the target audience.

the target audience is the middle class parent, many of whom have a pathological aversion to toy guns and militaristic paraphanalia…and who labour under the misconception that their boy-child will not develop an interest in this type of play.

of course, they are deluded…little boys create weaponry from whatever they can get their hands on…but that’s not the point.

beautifully executed though they are, these ads run the risk of reinforcing these middle class parental fears.

it’s unlikely to stop anyone buying lego, mind, cos it’s all totally brilliant. especially the strangely ‘acceptable’ weaponry presented by lego star wars…some of that stuff wipes out planets!

aye…but it’s not as well thunk-through as it at first appears.

naw it’s not Mr ‘creative is everything’

anyway…doesn’t bother me, i’m a lego convert…i spent most of yesterday evening building a b-wing fighter. it’s got loads of guns and actually fires wee rockets.

“except for ‘typos’…”

A wee gift

Lincoln is right, by the way – and I can’t imagine many parents really holding out against that weird kill-crazy phase most kids seem to go through. My parents are pretty liberal and have even been known to read the Guardian but they still armed me at a young age as being outside visiting death and destruction on the local wildlife seemed, on balance, preferable to playing Lotus Challenge on the Amiga.