Can You See What It Is Yet?

There have been some wonderful ads for Lego recently (scroll down to the bottom of this page for a couple of great examples). This, however, isn't one of them.



If you knew what it was, good for you. For those that didn't - it's supposed to be the periodic table of elements. The gag, of course, is in that 'make anything' line.

As a piece of communication, it fails completely. Yes, it may well induce a knowing smile in chemistry students, but your average six-year-old will probably just wonder why they've used Lego bricks to make a boring pattern. And in the end all it does is suggest that the agency 'creatives' were more concerned with talking to each other (or, rather, showing off to each other) than they were with talking to their target audience.