Today marks the 90th birthday for Lego, the Danish toy manufacturer. The Drum reflects on the most memorable ads of the beloved brand while the Danish giant celebrates its milestones.
Ole Kirk Kristiansen, a carpenter, began making wooden toys for children in 1932. Named after the Danish phrase ‘leg godt,’That is what it means ‘play well,’ the entrepreneur’s intent was to create items that were fun but also educational.
Ninety-nine years later, the Lego brand is still one of the most well-known. children’s toyCompanies around the world and a media company.
The Drum looks back on some of Lego’s most memorable campaigns throughout the years.
Kipper (1981) by TBWA
This early 80s ad was one of the brand’s first ‘brickfilms’This would be a reliable content Stream from Lego. Voiced by Roger Kitter impersonating comedian Tommy Cooper, the spot features numerous clashes – dog v cat, elephant v mouse, submarine v kipper – all of which are built from the toys. It was voted #88 in The Drum’s best ads ever list.
Zack the Lego Maniac (1988).
This retro spot is a must-see for its catchy, synth-heavy theme song. With lyrics including: ‘in Lego land, he’ll rock and roll, he’s Lego wild, out of control,’ viewers get a feel for young Zack’s Lego obsession.
Union Made Creative (2014): Inspire your imagination and keep building
This ad, which ignores gender stereotypes, aims to inspire more young girls to be creative. Lego bricks. The brand was criticized for its marketing strategy that focuses on boys in the past.
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Rebuild the World with BETC (2019).
This ad from a few year ago is full of imagination and creativity. It depicts a rabbit running in a town, while being chased and chased by a hunter. Making changes to his surroundings as he runs, the rabbit is able to duck and dive out of harm’s way.
It is beautiful (1981/2021).
To Celebrate the 40th AnniversaryThe ‘What it is is beautiful’ print ad, Lego launched an updated campaign in support of International Women’s Day. It was designed by ‘encourage and champion today’s young women on their journey to becoming the decision makers, role models and changemakers of the future – whatever their interests, passions or career aspirations may be.’
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