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83 comments

john doe's picture
john doe
1571 pencils

ivan, where was this published and who did it?

Guest's picture
Guest

what the f...

Guest's picture
Guest

nice, insightful!

Guest's picture
Guest

Hmmm.... I liked the ones with the naked ladies better..

And when i was small, i played a lot with Lego, i actually made space-age laser guns out of it..

Guest's picture
Guest

NICE !!!

very fresh way of putting it!!

pixel + lego bricks

Guest's picture
Guest
Guest's picture
Guest

These 'Lego for Adults' ads aren't actually ads. They're photos from the creative photographer Jean-Yves Lemoigne (http://www.jeanyveslemoigne.com/)

The lego-relation is just incidental.

Guest's picture
Guest

wow, strong idea!

Guest's picture
Guest

Hey... i have to love this because it's really fresh and nice.

From where?

Guest's picture
Guest

from your agency, sucker !!
Stop to pretend...

Guest's picture
Guest

yah..... want to join?

but you have to be good and metal winner. R u?

pork_eater's picture
pork_eater
664 pencils

Never saw any gold lion credited "Guest", sorry...

Guest's picture
Guest

a new way of looking at advertising toys. great work!

Guest's picture
Guest

interesting angle, nice excecution too !

Guest's picture
Guest

This has been done before. And by a student Named Elizabeth Alexander in the UK

TRICKY's picture
TRICKY
3950 pencils

sorry didnt get it can anyone explain?

The man who stops advertising to save money is like the man who stops the clock to save time

Guest's picture
Guest

you shouldnt make too much advertising.

Guest's picture
Guest

the same way than last year's cannes grand prix...

Guest's picture
Guest

Is he shooting himself with a LEGO-gun?

Guest's picture
Guest

at first i was scared. wtf is this campaign? but then, after a few seconds i understood the amazing idea and brilliant point of view. maybe this gap between reading and understanding is the weak point of the campaign, but it's still brilliant. it announces Lego trademark and also makes us to think about our kids and television influences.

to understand the campaign, imagine yourself as a father or a mother... in this cholera era, depression era, we should think about what was wrong with our education to make us point a gun to our own heads, or using drugs and all. of course we are dealing with the common sense idea.

let's make a reverse engineering of the copy... i don't buy an education and clever toy (as Lego, and this is a true argument) and leave my kid with television programs. what'd my son become? maybe a suicide, a prostitute or a drugdealer. is that what i want? is that what we want?

although, i think this campaign'd be difficult to be approved by the client. if it is fake or not, we should think about this new point of view announcing a toy.

Guest's picture
Guest

Now. Someone is talking. Shame about myself.

NICE AD.... REALLY

Killer Kowalski's picture
Killer Kowalski
394 pencils

Come on! I'll kill myself because I watch TV?!?!

Guest's picture
Guest

Fantastic comment!!!

Guest's picture
Guest

I know! That's what's so great about being a guest - you can not only comment on your own work but also your own comments pretending to be someone totally different...

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Guest

So what you are saying is: if it's not for you, it's not for you?

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Guest

No, not at all!

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Guest

True.

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Guest

Kids shouldn't watch too much this campaign.

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Guest

Man isnt it amazing hw d ppl who create ads r d ones who kep posting "wow" posts abt dem...sad guys bt nobdyy...absolutely nobdy xcpt d bunch f u appreciate ur ads!!! It mus b soooooooooooo suckin na!!

A.G. Pennypacker's picture
A.G. Pennypacker
607 pencils

Yes, this is brilliant from a creative angle but it does nothing to tell parents that Legos are fun. In fact they're pretty depressing. Where is the fun? Toy advertising should sell me on what's great about the toy. Not bum me out by bad-mouthing the competition. Not to mention keeping kids off drugs and stripper poles is one hell of a claim.

izmild's picture
izmild
770 pencils

Agree! Lego is for fun. Where is the fun?

Guest's picture
Guest

Woohoo! Jack Daniels made me put a Lego gun against my head. Blame my parents, blame my education, blame the f****** world. But not my own weakness..

pork_eater's picture
pork_eater
664 pencils

No, smart guy, just blame your optician... It's a Chivas bottle.

Gilsem's picture
Gilsem
80 pencils

LOL

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Guest

DWL (LOL in Jamaican)

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Guest

I think Lego does not need to tell parents that they are fun, cuz PARENTS KNOW LEGOS ARE FUN! It's just like chocolate... Legos is part of human history!

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Guest

Weak
Pretentious
Out of the target
Pictures not even intersting...
Lego deserves much better than this shit...

Oh and i don't work for this agency...

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Guest

not too crazy about the typeface though, but the idea is great.

teenie's picture
teenie
1894 pencils

There's a teenager holding a gun to his head
The gun is pixelized
The tag says "Kids shouldn't watch too much TV"
And it's from LEGO

If you're trying to sell Legos, people, showing parents a kid about to blow his head off is probably the WRONG EMOTION to work with. If you're trying to say something else, I have no idea what that's supposed to be.

Guest's picture
Guest

That exactly what I wanted to say. Maybe this ad works for something else.. but lego.. please.

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Guest

BTW: where's Shehzad? I miss him... And what about mr. Krautland? Are you on vacation?

Little-A's picture
Little-A
38 pencils

This is crazy. The message is nice.. but for what target market. If I was a child and my mother saw me looking at these ads she'd ban me from ever playing with lego. I would love to see the brief for this campaign.

Guest's picture
Guest

This type of ad relies on proper media placement and wouldn't go into a children's publication. This ad is meant to target your mother and say, "Look, you could keep letting your kid watch TV, or shield them from all the vulgarity by providing them the alternative of playing with Legos."

It's a good idea. It relies on the same social anxiety of the award-winning "Don't Let their Batteries Die." Showing the alternative you leave children with when they can't use their toys. Granted that took a humorous approach, and this takes a more serious route.

Sadly, as good of an idea this is, the entire thing is a complete failure for anything actionable in sales. There's too much shock value in the images without, as one commenter mentioned, appealing to the imagination and fun of the Legos product. How about instead of the legos censoring what's going on, they show a child building a positive scene while ignoring the image on television?

These ads display no ownable benefit. Unlike the award-winning ad leveraging toys which NEED batteries, ANY TOY or outdoor activity provides an alternative to TV unfit for a child.

This would be a more effective idea as a PSA of children watching TV not suitable for their age, because that's the ultimate feeling left with the viewer. "Gosh, my child could be watching this kind of stuff." Maybe a good product would be parent filter/controls instead.

It's creative, it's just not creating any sales.

--THE GUEST

teenie's picture
teenie
1894 pencils

And creating sales is kinda the point of advertising.

Guest's picture
Guest

is he suicidal because of his sweating problem?

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Guest

this is patently ridiculous and doesn't deserve this much feedback.

TRICKY's picture
TRICKY
3950 pencils

still didnt get the idea......... wtf are you talking about lego+ suicide |+tv +depression, +cholera,+drugs next thing is to use lego pieces as sex toys bleh bleh bleh can anyone explain?

The man who stops advertising to save money is like the man who stops the clock to save time

Guest's picture
Guest

Lego sex toys would be painful.

Pedestrian's picture
Pedestrian
490 pencils

This is a great extension of the Lego brand. Whiskey. Suicide. Reminds me of the days I used to play with Legos.

Guest's picture
Guest

you should not sodomize this ad like you´re doing, i think it´s an very interesting way to show a different angle and creativity from the brand.

EGGO's picture
EGGO
354 pencils

I've seen better for the idea. Art direction wise and copy wise.

You have to hate advertising in order to truly love it.

no_user's picture
no_user
125 pencils

The new fashion is use Lego as pixels. 10 years ago was making something looks like another.

Bundy Agency's picture
Bundy Agency
597 pencils

IVAN, PLEASE STOP GUESTS FROM COMMENTING ON THEIR OWN WORK, ITS EMBARRASSING.

This is crap, imagine was a good campaign for lego, pixelated was a good campaign for adult lego (if there is such a product).
this is just rummaging for an idea because someone else has found a new execution.

To me this misses the mark, lego should be about fun, imagination and creativity. Not "daddys watching porn so go play with your toys timmy."

Steviec's picture
Steviec
126 pencils

Please stop bastardising the Lego brand. This is so off brand it's not funny. Lego is about imagination, creativity and innocence. This sudden universal trend in pixelation (which was originally mastered by The Glue Society for Canon cameras in 2001 - and everything since has been a poor copy) is lame and the ads are obviously scams (I wouldn't be surprised if the talent for these are all agency staff). Having the Lego account is a great opportunity to do game changing work. It's a shame that this is all that comes of it.

Guest's picture
Guest

Ivan, are you sure that this is not a fake (produced by Kuteev)?

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Guest

obviously another scam campaign for lego - which you can see from the lack of credits.

Like the lego client would approve this. Some people on here are dumb as shit.

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Guest

blatantly fake bad ads. 0/20

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Guest

Very insightful..

Dont let kids watch the horrible shit, replace the bad influence with Lego

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Guest

this is a real perspective on violence being everywhere now a days.. basically suggesting, sit back away from violence on tv and video games and just play with some lego!

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Guest

Anyone who actually believes the Lego corporation signed this off is an idiot.

mlsman5000's picture
mlsman5000
128 pencils

Guest commentaries praising shit work just sounds like your blowing hot air up your own arse.

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Guest

Kids shouldn't write ads.

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Guest

utterly revolting.

unstatusfied's picture
unstatusfied
54 pencils

ahhh fake again

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Guest

i would have got a fail at uni for this

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Guest

fake but strong.

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Guest

come on, you don´t really believe this is real

shame on you

pork_eater's picture
pork_eater
664 pencils

It's nice to see that Mr. Darren Cheung and Mr. Black Wu finally found a job at ddb...

Guest's picture
Guest

Trash!

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Guest

They're not trying to impress what ought to be the target demographic, they're trying to impress an awards jury.

Can't see it winning anything, talking about a fun product in a disturbing context is not a good strategy.

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Guest

lol, chivas regal

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Guest

insightful, works for american!

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Guest

I'm against violence on ad's...just like most Hollywood movies. It's time to change all the violent boring stuff on media.

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Guest

OMFG... nice!

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Guest

'Don't play with guns!'

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Guest

I haven't read all comments but some of them just are from people who don't analyze where the message is going to. I reckon is for parents who buy this product for their children, in that way is a really good idea. If I had children, I would buy it cz I agree with this ad TV is a crap way to educate children.

thanks!

Guest's picture
Guest

This is not LEGO. Fuck off.

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Guest

fucking nice.

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Guest

you is damn right

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Guest

wifohwuagfwaiohf;uiwehq;fg;aofg;aof;i;aifwogauif;woafwgufiwh;awguf;ufga;wuahfue;ig;aifhuf;euhaf;eufhe;hifhaeuhf;u my baby brother says so i say you is fucking right

Guest's picture
Guest

Great inspiering happening of violence, nice Ad.

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Guest

It is a fake DDB have not created this.

rachael.jones's picture
rachael.jones
50 pencils

Its really a nice ad....
deep thought
i think you should send this entry to social print advertising award organized in India.
11th International Concerned Communicator Award which is open for entries.
The winner gets to win a cash of US $ 11,000. there is no entry fee for this.
Guess u wud like to try ur chance. all u need to do is fill in the entry form, attach ur ad and send it to cca@rajasthanpatrika.com.
u can visit www.concernedcommunicatoraward.org for more details.

must try it costs nothing.......

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