Lego: Yellow Brick

The ads appeared on four consecutive pages. LEGO is a company that has fostered imagination, invention and creativity for over 60 years. So it is unusual for these ads to feature only long copy with minimal imagery. However, upon reading each of these scenarios the ad comes to life in a way that is unique only to the reader and how they see these playtime scenarios in their mind's eye. Typographic elements of kerning contrasted with tracking allow the reader to almost get lost in the copy selecting keywords for their imagination. The fourth ad in the series, “Yellow Brick” features a notepad with the tagline “Every LEGO brick tells a story. Build yours.”

Chief Creative Officer: PJ Pereira
Creative Director / Copywriter: Aricio Fortes
Creative Director / Art Director: Paulo Coelho
Account Executive: Lo Braz
Illustrator: Eduardo Gomes

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17 comments

Jaap Grolleman's picture
Jaap Grolleman
7004 pencils

Meh - this is just an argument which isn't validated.

Nike Diesel's picture
Nike Diesel
13339 pencils

Illustrates the concept, but still I think this ad is weak and super lazy compared to rest of the campaign.

PDF's picture
PDF
66 pencils

Great, so fresh !

morse's picture
morse
15910 pencils

Loved it.

.. / .-.. --- ...- . / .- -.. ...- . .-. - .. ... .. -. --.

Hadrons's picture
Hadrons
5743 pencils

Love the entire campaign.
My lengthy comment if you wish to read, is on the red brick.

THERE'S NO HEAVIER BURDEN THAN A GREAT POTENTIAL

ZaboZaboZabo's picture
ZaboZaboZabo
595 pencils

Seriously, this is a 1st idea campaign. Schoolish and weak.

jponino's picture
jponino
601 pencils

this one is the only acceptable one, the other are missing the target, and feel so low compare to the amazing lego ads done so far

Billoughsby's picture
Billoughsby
5091 pencils

An ad series possessing no visual hook to speak of, and one apparently written by the square inch.

It's an all or nothing, love it or hate it ad series, and brave in that way, I'll give them that. It'll charm the few and never be noticed at all by the vast majority.

Their placement had better be the ironclad best.

"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

MicheleVirgilio's picture
MicheleVirgilio
2617 pencils

Minimal and exaustive. I love lego. i'm agree with the ad.

clearsky1989's picture
clearsky1989
429 pencils

Almost similar. Which one came first - Chicken or Egg?

http://adsoftheworld.com/media/print/vw_spacefox_tariff_notebook

bate_palmas's picture
bate_palmas
1479 pencils

I agree this idea has been done thousands of times but your link is a totally different concept similar only in the art direction.

kleenex's picture
kleenex
28640 pencils

I love all four ads.

ishiboy's picture
ishiboy
497 pencils

Now this one, let me down.

Roger Keynes's picture
Roger Keynes
5498 pencils

Lazy.
Simplistic.
Try harder.
Much harder.
Is that why you haven't put your agency's name to it?

Will Think for Salary

Billoughsby's picture
Billoughsby
5091 pencils

They're still mulling the what do we call ourselves question. Hunching Gamer Tangent is the current front-runner.

"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

asiaminor's picture
asiaminor
30 pencils

Great copy if it's your first time reading it. A few tweaks could have polished this punch line real nice.

lemonAd's picture
lemonAd
289 pencils

If only they could somehow turn this into a benefit or come up with a positive way to depict this insight... http://brandonblattner.com/home/wp-content/uploads/2010/06/59820A91-2B...

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