Lego Out And Have Some Fun

It's Monday. Which means it's time for my weekly rant.
I hate this ad. It's trying to be too clever for its own good. I understand the concept, but it adds nothing to the brand whatsoever. We all know what you can do with Lego. But just rearranging things isn't fun, it isn't exciting, and it isn't what kids want to do. First of all I thought maybe 'Eglo' is a word I wasn't aware of and it IS a great ad. But it's not. I would have gone with the word 'Ogle' and copy such as 'Impress yourself' or something similar, but Miami Ad School, Madrid went with this. Another thing that pisses me off about this ad is that the copy 'Unlimited Possibilities' is great and it sums up what Lego is all about perfectly. But with this ad, this great copy is ruined. There are NOT unlimited possibilities for this concept. There are in fact only 24 variations. Unlimited it definitely is not. They're trying to be far too clever, and are ending up with a crap ad.

Now if you want to see great Lego ads that sum exactly what the brand is about, then these are the ones for you. They were created by  Escola Cuca, São Paulo, Brazil for Lego's new Star Wars range. I love the fun, and the childishness conveyed by these ads and think they are excellent. 'Make your own story' is brilliantly inspiring. Really great stuff. Consider this post the 'how' and 'how not to' advertise Lego. Which is bound to come in handy in the future. Probably.