Lego: Car

Creatives: Jacques Denain, Nicolas Dumenil
Published: July 2011

16 comments

ace85le's picture
ace85le
3939 pencils

It doesnt really sell lego for me.

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kleenex's picture
kleenex
34540 pencils

Me too....

Marcupolo's picture
Marcupolo
206 pencils

hmm ok...

Billoughsby's picture
Billoughsby
5091 pencils

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

"Ubi hubave lubearned thubat ubanuby fubool cuban wrubite uba bubad ubad, bubut thubat ubit tubakes uba rubeal gubenubiubus tubo kubeep hubis hubands uboff uba gubood ubone."
-Lubeo Buburnubett

atb2005's picture
atb2005
13567 pencils

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

Billoughsby's picture
Billoughsby
5091 pencils

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.)

"Ubi hubave lubearned thubat ubanuby fubool cuban wrubite uba bubad ubad, bubut thubat ubit tubakes uba rubeal gubenubiubus tubo kubeep hubis hubands uboff uba gubood ubone."
-Lubeo Buburnubett

atb2005's picture
atb2005
13567 pencils

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

Billoughsby's picture
Billoughsby
5091 pencils

Back atcha atb. You keep the discussion interesting here.

"Ubi hubave lubearned thubat ubanuby fubool cuban wrubite uba bubad ubad, bubut thubat ubit tubakes uba rubeal gubenubiubus tubo kubeep hubis hubands uboff uba gubood ubone."
-Lubeo Buburnubett

AdBuzzer's picture
AdBuzzer
1168 pencils

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.

SJ Baiona's picture
SJ Baiona
7 pencils

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!

Taylormade's picture
Taylormade
412 pencils

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.)

mmackinven's picture
mmackinven
1608 pencils

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 :)

Marcupolo's picture
Marcupolo
206 pencils

agree with u

mark randall's picture
mark randall
45 pencils

I've seen better lego ad before

belgium12's picture
belgium12
49 pencils

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

neztor's picture
neztor
42 pencils

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

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