Client: LEGO
Agency: Jung von Matt
Country: Hamburg, Germany
Through the use of humour and analogy, this advertisement have effectively achieved its purpose of advertising its product by making the viewers to use their imagination to guess which characters was constructed by them. And by the time they guessed it, they will definitely giggle - just like how Legos are played and depicted in real-life situations. As the characters constructed in these advertisements are usually comedy adult cartoons.
This campaign is a case of ‘less is more’ where it proves that it doesn’t have to be about catchy phrases or a hard sell. It’s a series of simple and appealing adverts that grab your attention, make you pause, think a bit and then smile. (Fischer, D)
Conclusion:
In my opinion, this LEGO advertisement was cleverly done with great art direction that enhanced the tagline "imagine". Besides that, this campaign will definitely appeal to the targeted demographics such as the parents who is buying the Lego will know these cartoons, rather than their kids.
Barkholz, B. (2014). Imagine By Lego. [online] Protein®. Available at: https://www.prote.in/en/feed/2012/03/imagine-by-lego [Accessed 6 Jun. 2014].
Fischer, D. (2014). Lego Imagine Ad Campaign - Minimalist Versions of Your Favorite Cartoon Characters • Highsnobiety. [online] Highsnobiety. Available at: http://www.highsnobiety.com/2012/03/16/lego-imagine-ad-campaign-minimalist-versions-of-your-favorite-cartoon-characters/ [Accessed 6 Jun. 2014].