Lego: Periscope

If this is the best print ad of 2006, I'd say it's a shitty year for print. Sorry.

i think its great. but i've seen better this year already

Great work, Cannes still has got style

Awww, its a periscope. I thought it was a tetris block! That's why I thought it was the best ad ever!

I woudn't have got it, if I had not read the "Lego: Periscope" on top

I first thought that it is nessy, only my second was periscope. but the ad works in both ways.

ask your children what they see in it, their imagination is bigger.

the message is just perfect for lego.

I think it's very hard to point out one ad as the best of the year (many other ads are great too), but this one makes it little bit easier.

I saw a second one (two yellow points on a black field) in lürzers, but I lost it. Can someone please send me a link to the campaign.

It makes you think a little bit. I think it is clever.

Karthik M.
> karthikm.gd@gmail.com

I think the beauty of this ad is that it works on two levels. If you're not advertising savvy, all you will get out from the ad that you have a huge place to start building something and there is one building block to start it off. If you spend a bit more time with the ad you start thinking about what this means and you think about the blue of the ocean and the periscope. While you have all this meaning. It's a brutally simple image. I love it and I think it was a good choice for the grand prix.

Some may think it doesn't talk to kids and they are right it doesn't. It talks to parents, who want to buy toys for their kids that develop them. This ad suggests that Lego will develop kids imagination, so it sell Lego to me as a parent.

if nobody explained the periscope i doubt anyone would have knew what it was. it the ad was in a newspaper or magazine, would the word periscope be in it too?

to me i would have been better if they build a submerged submarine or better yet use the build a set from popular movies. they're legos for star wars, lord of the rings, spider-man.... to me that would have been cooler

This ad is a shame

i got it right away... it's nice, but not THAT nice. hmm

I think the title is a mistake, it could have been just lego , or something.

anyway, it' all in the copy, "imagine" so basically it doesn't matter if it's a periscope or anything else, it's lego, and please remember, the times when you did complete colorful worlds entirely from mere blocks, it's a perfect reinvention of the original lego concept.

brilliant

Hey all,

Why are you debeting?.....
this is the best example of simplicity....its realy worth for Gradprix.

Raj

It's not evident that the white thing is a periscope...at all. I'd have turned the page long before I figured out what this ad was about.

I think some people are missing the point. To a child or myself, the white object could be the lochness monster, a periscope, or a tower in the middle of the sea. Either way, the term Imagine speaks to the infinite possibilities that Lego provides. Whether or not this is worthy of the Grand Prix is up for debate, but I think this ad's message is clear and strong, both with children and adults alike.

I bet if the word periscope was not on the tittle, nobody (even the judges) would have guest it.....that said, I think is a boring ad for children and parents.

i agree with ivan. it speaks to possibilities. besides, would you rather see some kid building crap with his legos along with some dumb, straightforward headline? or maybe some draw-dropping, adult-built lego masterpiece that parents/buyers know that there child will never come close to duplicating? this shows a wide open palette and a hint of what could be. i love the simplicity.

you want to look the other Lego print ad? go to this link

http://www.adme.ru/paedia/print/101/2l9d.html

If I didn't read all the comments, I wouldn't understand it, sorry.

I didn't read the title but I got the periscope idea right away.
Yet I dont understand why the Grand Prix?

Glad to see simplicity got awarded again though.
sick of extreme busy layout.

Got the periscope idea right away, too.

Simplicity is the key... I think kids will get it allthough, maybe you lake of imagination

Think it won because it does'nt feel like an ad, it's nice to look at with an idea like the sony "balls" ad.

good ad. it totaly deserved to win and it was clearly made with the intention of winning and not to be understood by kids

that ad is good to show how many people doesnt understand NOTHING about advertising... won the cannes gran prix, and its so simple and good.

great !... Love it

oh. best print? shit.

Congrats FCB, Johannesburg for winning the best print ad of 2006!
Who would have ever believed a Cannes Grand Prix would go to an agency in Africa?

congrats on the lion.
but i would never guess this would win. :)

One of my all time favorites. It says a lot... With Lego you can build anything, any story... superb ad. Good Job.

like it. love it. it's better than what my creative director has done in the office which had won silver in cannes. come on juhi, do better next time...

izmild
http://uniquetvcomm.blogspot.com
Great idea. just because of the famous brand. Could it be for unknown brand?