Advertising Analysis

A look into LEGO's advertsing

YouTube Commercial

2014

The ad emphasizes individual creativity, appealing to individualistic cultures. It centers around self-expression and personal achievement, which are significant values LEGO holds. LEGO encourages long-term skill-building and problem-solving, resonating with long-term-oriented cultures.

YouTube Commercial

2022

Celebrating 90 years of bringing joy to children, LEGO released this new campaign, "Rebuild the world". The phrase "We are all builders" focuses on the community and shared experiences appealing to collectivistic cultures. Additionally, the ad's emphasis on nurturing imagination and collaboration reflects feminine cultural traits, prioritizing equality and harmonious relationships over competition.

Magazine Print Ad

1981

This very individualistic advertisement focuses on the young girl presenting her creation, along with the tagline "What it is is beautiful". The tagline reinforces the message that the beauty of LEGO lies in the builder's imagination and creativity. It emphasizes self-expression, creativity, and the joy of creating something unique. The print ad was published to further LEGO's belief of being a gender-neutral toy, that LEGO is for everyone. It definitely celebrates personal creativity, encouraging children to take pride in their imagination.

Magazine Print Ad

1967

First looking at this ad, I immediately related to it because most of the toys I've got for Christmas, I didn't touch the next month. But every time I got LEGO for Christmas; I played with them all the time after.

This print ad promotes LEGO's versatility and its long-lasting engagement versus other toys that lose their appeal shortly after being opened. By emphasizing durability and sustained interest, the ad appeals to cultures that value long-term investment and rewards over immediate gratification.

Outdoor Billboard Ad

2012

This innovative ad fuses reality and fantasy, turning an ordinary urban landscape into a playful scene. It invites viewers to see the world through a more creative and imaginative lens. The ad appeals to people who enjoy structured creativity, providing a platform where imagination can thrive within the familiar framework of LEGO bricks.

If I saw this ad, I would definitely stop and look at it because it's just so imaginative and innovative turning an ad into LEGO bricks. LEGO does such a good job of getting you to think outside the box and creatively.

TV Commercial

1955

This was one of the first LEGO commercials to introduce LEGO's "System of Play." This concept showcased the versatility of the LEGO brick and the endless possibilities of building structures. The focus on personal creativity appeals to individualistic cultures, emphasizing self-expression and innovation. Again, the encouragement of experimenting aligns with low uncertainty avoidance cultures that embrace flexibility and novelty.

Page updated

Google Sites

Report abuse