A great example of how popular imagery can be used in a completely offset way, in order to reinforce the ad's message. It's interesting to note the obscenities they get away with in the copy by using such contradicting visuals.
The intention to mimic a tremendously popular photo for this ad is both witty and effective. LEGO allows a child to play, imagine and build whatever he/she wants, and it all starts with a few simple building blocks. By replacing the construction workers with children, the ad conveys a lot about the product without ever having to make reference to it. A strong visual and a logo, that's it.
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