Lego: Periscope

Lego. Imagine...

Advertising Agency: FCB, Johannesburg, South Africa
Creative Director: Brett Morris
Copywriter: Lance Vining
Art Directors: Lance Vining, Charles Foley
Photographer: Gerard Turnely
Typographer: Lance Vining

June 2006


backwords's picture
122 pencils

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

Karthik's picture
52 pencils

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

Karthik M.

ivan's picture

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.

gabS's picture
22 pencils

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.


Pat Flannery's picture
Pat Flannery
44 pencils

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

writergeekdez's picture
255 pencils

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.

Tarek's picture
35 pencils

great !... Love it

adfansforever's picture
16 pencils

oh. best print? shit.

B128's picture
392 pencils

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?

RogerMoreda's picture
21 pencils

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

fractalrene's picture
1504 pencils

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

lulutasmoro's picture
5 pencils

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's picture
770 pencils

Great idea. just because of the famous brand. Could it be for unknown brand?

whengee's picture
37 pencils

ad of dream

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