Yellow Brick

January 2012

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

Comments (17)

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Jaap Grolleman's picture
Jaap Grolleman
Activity Score 6992

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

Nike Diesel's picture
Nike Diesel
Activity Score 13630

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

PDF's picture
Activity Score 66

Great, so fresh !

morse's picture
Activity Score 18026

Loved it.

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

Hadrons's picture
Activity Score 6041

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


ZaboZaboZabo's picture
Activity Score 595

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

jponino's picture
Activity Score 601

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
Activity Score 5144

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.

That's it.

MicheleVirgilio's picture
Activity Score 2617

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

clearsky1989's picture
Activity Score 429

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

bate_palmas's picture
Activity Score 1479

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
Activity Score 49606

I love all four ads.

ishiboy's picture
Activity Score 497

Now this one, let me down.

Roger Keynes's picture
Roger Keynes
Activity Score 5498

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

The Jobless Writer
Will Think for Salary

Billoughsby's picture
Activity Score 5144

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

That's it.

asiaminor's picture
Activity Score 30

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

lemonAd's picture
Activity Score 343

If only they could somehow turn this into a benefit or come up with a positive way to depict this insight...

when life gives you lemons make a lemonade stand.