For the second part of my Dadvertising piece I bring you the brilliant Lego advert, Build Together (watch below). This is a masterpiece in Dadvertising, brilliant script, great tagline and what really blew me away about this is it's placement. It's not on in-between The MilkShake Girls, no, it's on when Dad's watching the TV on his own and it's reigniting his passion for Lego by appealing to his selfish nature, and, sorry, but it works. I want to build this house with my son.
The strapline is brilliant as well, so simple and totally inspiring. Build Together (nice typography as well while we're at it), is positioning Lego as a social activity, rather than a toy, it's an easy way to spend time with your family and everyone have fun at the same time. I mean has anyone ever played Elefun? It's hard to feel challenged as an adult catching butterflies out of a 3 foot long Elephant trunk. This Advert sells the idea that products works across all ages.
If an advert is only as good as it's product, then the advert is great because Lego has always been great. That's another thing I like about this, it's back to basics for the product. Lego has lost it's way over the last 10 years, there's too many movie tie-ins and too many specialist parts, and that's taken the imagination out of the bricks. But this advert goes a long way to building it back in, it's a triumph for Lego, for Dadvertising and for imagination.
What makes this the pinnacle of Dadvertising is Mum doesn't poke her nosey little face in at the end to prove she's not dead, no she's probably out doing the Christmas Shopping, buying this little chap a big rubbish plastic oven.
Let us know what you think? Are Dadverts going to take over TV, is the word 'Dadvert' annoying you?
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