Now, these ads are good

Wish I’d done them, but they were actually by FCB Johannesburg.

Brilliant insight.

Brilliant ads.

Someone thought very hard indeed. They’d make great TV ads too.

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16 thoughts on “Now, these ads are good

  1. First impression of the top ad is that it’s a rather sinister juxtaposition of child’s toy and weapon of war. Ah well, probably just me.

  2. 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!

  3. 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.

  4. Creative is only everything when built on sound strategic foundations. You know that and you know I know that. Just cos there’s a pokey execution in an otherwise brilliant campaign (and that’s not me saying the pokey one isn’t brilliant) doesn’t mean that what you originally thought was great, isn’t.

  5. It’s about the freedom of creativity. I’d prefer my child to build a nice house or car, but I’m not going to prevent him building castles and tanks.

    As a middle-class parent these don’t bother me. I think the advertising is very clever. I doubt the tank will put of any but the most vehement liberal, guardian-reading, bush-hating, sandal-wearing, vegetarian. Otherwise it’s just a matter of:
    “Tarquin, that’s a lovely tank, now why don’t you go and make something else.”

    As usual a case of “We tolerate everything, except the things we don’t”.

  6. Beautiful ads. Lovely thought. Well executed. But essentially designed by advertising people for advertising people. And for advertising awards juries. If – along the way – the ads help remind a few ‘Tarquins’ about the merit of toys that encourage their kids to be imaginative…well, even better. But let’s not get carried away. The world’s dissertation mountain is large enough.

  7. “except for โ€˜typosโ€™โ€ฆ”

    A wee gift ๐Ÿ˜‰

    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.

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