There’s something about ads for toys that really touches me every time I see them. Maybe it’s because I’m still longing for the days I could play around without worries and not a care in the world. Maybe it’s the innocence or the childhood dreams. Maybe I’m just becoming soft and want to have kids of my own to play with and teach them about life. I don’t know. Then I always wonder if this sort of ads is actually targeting kids or the grown-ups who recognize a certain situation and want to project those feelings onto the kids for whom they’re going to buy the toys. I think it’s a bit of both. This ad is so simple, yet so loaded with stories and dreams. I love it. The power of imagination is one of the greatest motivational factors to help increase sales, without any doubt. Seeing this ad brings up all types of stories from Jules Verne’s ‘Secret of the Nautilus – 20.000 miles under the sea’ to the magnificent ‘Das Boot’, a book by Lothar-Günther Buchheim, which I’ve read when I was 12. I’m going to dream well tonight. :)
Type Of Advertisement: Newspaper
Category: Entertainment & Leisure
Title: Periscope
Advertiser: Lego
Product or Service: Lego Construction Blocks
Advertising Agency: FCB Johannesburg
Country: South Africa
Creative Director: Brett Morris
Copywriter: Lance Vining
Art Director: Lance Vining/Charles Foley
Photographer: Gerard Turnely
Typographer: Lance Vining
Account Supervisor: Joanne Donald
Advertiser’s Supervisor: Gavin Mansour
via MarketingPost
» Lego Singapore - Coolz0r - Marketing Thoughts
June 26, 2006 at 10:08 pm
[...] Really nice edited images for Lego Singapore. Very strong, very creative. They really make you imagine and dream. The copy for these ads is ‘build it’ instead of the ‘imagine’ they used in the Periscope/submarine ad that won the grand prix (which I blogged earlier). I like the commanding tone that is set with the slogans. It’s almost compulsive for the readers to start doing what they tell you to do, without making it seem as an obligation. It’s more like a really stressed advice. It’s a pushing invitation to start using your imagination. Be creative. Think Lego. [...]