Lego: Tank

Making History.

Advertising Agency: Jung von Matt/ Alster Gmbh, Hamburg, Germany

Chief Creative Officers: Armin Jochum, Deneke Von Weltzien

Creative Directors: Fabian Frese, Gotz Ulmer, Daniel Frericks

Senior Art Director: Andre Price

Senior Copywriter: Sergio Penzo

Producer: Claudia Schildt/Fabian

Designers: Florian Zwinge, Tilman Gossner

Photographer: Claudia Schildt/Fabian

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49 comments

Prof's picture
Prof
1453 pencils

omg...i did exactly those ads, minus the tank one, when i was in my first year in ad school.

not only would i say that those situations/fotos have been deadened beyond recognition, but its pretty lame and way too literal...

bad job imo.

Quite really.

Unmotivated Genius's picture
Unmotivated Genius
100 pencils

I agree....people need to stop whoring the importance of the original image to sell products.....it destroys the meaning behind the original

rabbitz's picture
rabbitz
464 pencils

it's not about "MAKING" history
it's about "MISUNSTANDING" the history
and i am sure 80% of you guys don't have any ideas about what was happened about "this history"

Guest's picture
Guest

i do understand, but i dont think it's a good idea

Guest's picture
Guest

These are great...maybe not the most original idea but the execution is perfect.

Nash Albacea's picture
Nash Albacea
22 pencils

Actually, Lee (Clothing Line) has almost the same line as yours: "Make History." Though, they are using photographs submitted by their customers.

Guest's picture
Guest

But you definitely need 3 creative directors to work out stuff like that. #not

Guest's picture
Guest

Lego ads are almost always great. This is the one.

www.vamosfalarmal.com.br

slowrider's picture
slowrider
648 pencils

it's a rip off - see link below

one should not take life so seriously - as one will not come out of it alive.

Andrey Vaslit's picture
Andrey Vaslit
210 pencils

I like this, It's just since that have been 50 years, and also that you can represent, do, anything with lego.
I like them.

dlsan's picture
dlsan
10 pencils

Why not the Lego My Lai Massacre?

dsklan's picture
dsklan
1927 pencils

i want to see a lego gas-chamber!

Guest's picture
Guest

and this comment by a german

dsklan's picture
dsklan
1927 pencils

it would be as sarcastic as this one, by the way it exists
http://killefit.net/blog/wp-content/uploads/2008/05/libera_lego02.jpg

ceso84's picture
ceso84
8 pencils

hey,

Somehow i smell something is copied...again. But make yourself your own opinion:
http://images.google.com/imgres?imgurl=http://img.photobucket.com/albu...

beingofageoldgrace's picture
beingofageoldgrace
331 pencils

"Don't play original. Become a copycat at JvM"

tirthomitro's picture
tirthomitro
2720 pencils

the LEGO craftsmanship is so near perfect that at the end of the day, however much people speculate about "lifting" of idea, it makes the reader smile in appreciation!

they showed me a picture & i laughed
dignity has never been photographed

Guest's picture
Guest

Since when has lego been so political!? Lego is meant to be fun for kids... this is adult political shit... is it really gonna resonate with the kids!?

ivan's picture
ivan

Yes, but who pulls the credit card out? If the brand resonates with parents they may pay for Lego instead of the cheaper noname duplicates.

Ivan Raszl, admin of AotW

Guest's picture
Guest

agree with you, Ivan. but based on these ads, will parents make the connection that "Lego will help my child be more imaginative"? i dont think so. the Tank ad is really one horribly offensive ad. if u look at JVM's output of Lego ads over the last couple years, they'd all missed the mark. and the tradition does not buck with the latest campaign.

ivan's picture
ivan

I don't know. I know I buy such toys to act our real life situations and teach my kid through it. Kids usually love it because it allows them to become an active part of a situation. This is different from simply reading a story or watching tv which is pretty much a passive activity. You wouldn't play the Tienanmen events with a kid of course. But this is just a metaphor. Not an instruction manual for playing.

The thing is, when this even happened I lived in Beijing. Just few hours before the event happened I was there. People I knew died. It is terrible. It's important to remember such events in history. They should not be forgotten. Kids should learn about it, because they may have to fight for their rights in their life at point as well.

Ivan Raszl, admin of AotW

Guest's picture
Guest

but i think this interpretation of this now iconic image only serves to diminish its significance, just as much as reappropriating it to sell products does.
it doesn't help that the lego figures are all _smiling_ when the real life situations were often beyond horrific. children should absolutely be taught about
these events, but in a way that communicates the seriousness of the topics. as a parent, this would make me question lego's judgment and negatively affect
their brand capital in my mind.

Guest's picture
Guest

ma che infanzia allegra!

Guest's picture
Guest

stop stealing. not only the other lego version, but others have spoofed that photo. Remember the snowboarder?

Guest's picture
Guest

schweppes started with that picture at the end of the eightees - i guess ask joelapompe

Guest's picture
Guest

Oh my Lord. This ad is tiiiiiiight! love it

hoopla's picture
hoopla
56 pencils

Come on. Last year, JvM took an idea from Daniel Shiu and Andrew Lipson
(Escher in Lego) from the web and put a weak line on it.

Now they take the next idea from the web and put a weak line on it.

http://www.flickr.com/photos/balakov/page6/

What ist that? A kind of business idea?

Guest's picture
Guest

I agree that is as tacky a rip as it comes they straight ripped the tianamen square concept.

Guest's picture
Guest

Unbelievably tasteless concept for a friendly company like Lego. Using human misery to sell toys is odd.

alexander_bickov's picture
alexander_bickov
3279 pencils

Great! Interestind this is handmade?

everartz's picture
everartz
7611 pencils

i always love lego ads and this is another great piece...

| Everartz |

Guest's picture
Guest

don't let it go to your head

iloveseneca's picture
iloveseneca
18 pencils

Since its for German market, y don't they use a more significant "history" from their own backyard? LOL

Guest's picture
Guest

This is a great ad...Well done. Ignore the haters! The amount of posts or comments is evident enough on how good the ad actually is.

Guest's picture
Guest

that is so goood!!
even if it's a little noty. But iloveseneca is right. What about your own history, Germany?

Lil

slowrider's picture
slowrider
648 pencils

see at the next one - the wall crash

one should not take life so seriously - as one will not come out of it alive.

bootchec's picture
bootchec
34 pencils

it is rather insulting because of a commercial context. Libera's concentration camp lego was an artistic comment and that is why he became so important in the history. This ad must be forgotten immediately.

busyb's picture
busyb
115 pencils

this is appalling. be original or find another job.

http://www.flickr.com/photos/balakov/sets/72157602602191858/

Guest's picture
Guest

It is very nice executed. But somehow it feels too much like scam..

Guest's picture
Guest

i am thinking about the execution.
would it have been better to make the tanks and the surrounding simpler?
lego plays alot arround that imagination part...i think simpler would have been more powerful in that perspective.

Pencil-Killer's picture
Pencil-Killer
59 pencils

i don't think it's right to make a link with horrible situations.lego is about imagination and building dreams, not about cruel reality

Guest's picture
Guest

Lego es mi marca preferida. Un Lovemark hoy en día. Felicidades a los que crearon esta campaña. Bien ubicada y centrada,me agrada la disposición y el diseño,en general muy a tono.

Guest's picture
Guest

this is scam. JVM is the copycat, as always.

Guest's picture
Guest
Guest's picture
Guest

非常有意思,非常熟悉,记忆里记得的跟不记得的,一起充斥心灵。

Guest's picture
Guest

Done by FCB, Sao Paulo with Playmobil for a Toy Store. Check out Luerzer's Archive 6-2005, page 49.

jackojackson's picture
jackojackson
4 pencils

learned at the miami-ad, accomplished by jvm:

1. search
2. steal
3. run ad once

that's how it roll. but by the way a bad idea, too.

Guest's picture
Guest

one thing that continually irritates me aboutthis site is self important and arrogant peoples comments are. who gives a f..k if you did it at ad school, maybe i did it in pre school... ambigous bullsh.t comments aren't constructive feedback nor do they make interesting conversations if your just trying big note your self by slating others.

radiergum's picture
radiergum
2 pencils

The political content aside, I'm gonna call this ad "FAKE" :) I don't think The LEGO Group really used this. Most of the bricks are painted since they're not sold in dark green and you clearly see the white shining through on some edges, some even seem to be clone brand parts (or it could be excess paint on the stud from the crappy paint job). And if you look closer you see that they only made one tank, the same paint flaws can be seen on all three.

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