Maybe I haven't been paying attention, but I've never seen an ad like this from Lego. Most of the ads I've seen are based on their very popular branded kits or play sets. But this ad for Lego Youngest Builders, called "Let's Build Happy" is definitely aimed at the parents, not the kids. According to it's description, they created it "to inspire, inform and rally moms around the importance of creativity in their child's early development."
It is a well-crafted video that taps into every parent's wish for their children; that they are happy and able to follow their dreams. It does a nice job of juxtapositioning shots of kids with those of young adults being creative and adventurous – going from kids with Lego airplanes to a skydiving shot, from a girl contemplating her Lego building design to a young woman contemplating her next painting. And it's interesting that, in this ad anyway, Lego shows most of the kids just building non-identifiable things with loose bricks, not a Star Wars or fire engine or Avengers set. You know, like so many of us parents played with Legos when we were kids.
The message is meaningful and touching. It's beautifully shot and edited. It should especially connect with the feelings of Millennial moms and what they want from brands. Enjoy.
Lego – Let's Build Something
Well, that's my pick for this week. If you see something Ad of the Week worthy, just let us know and I'll give it a look. See you next week!
Mike McClure – still a kid at heart
