YCN Lego

Brand: Lego

Target Audience: Dads

Media: Television / Print

1. Television advert: The scene starts in the living room of a cosy family home, the father is sat on the sofa reading his paper whilst his 4 year old son is playing below on the carpet, the shot focuses on the child, he's taking the books out of the book case and begins arranging them on the floor, stacking them in many different combinations. The dad glances over, glances back to his paper.. and goes back for the double take. He see's his sons creation, he's impressed. A light bulb suddenly goes off in his head. 'He's Ready' (This could be the first spoken audio of the ad). The paper is dropped down onto the couch and the man springs up. The scene sets to the man climbing the ladders into the loft of his home, he enters and comes down holding a box of his old lego. He comes back down into the living room and places the box infront of his son, he's intrigued.. he reaches into the box and takes two pieces of lego, hold's them for a moment, fiddles about trying to get them together and the suddenly they click! they're together! The shot focuses back onto the father who's been sat watching, he smirks. Enter Lego logo and the line 'Same Brick.. Different Generation'.

2. The scene starts again in the living room of the family home, we can see the son and the father both together on the carpet. The son is playing with his Lego bricks, visible is a castle that the son is building.. it's tall, and appears well built. The dad is struggling with the construction of a shelving unit, he's obviously getting frustrated with the build and we see pieces of it scattered over the carpet. a crashing sound occurs as we see the shelving unit which looks as if it's about to be finished fall apart at all 4 corners into a pile of wood and screws. The dad storms out of the room throwing the blue prints to the shelving unit into the air, they float back towards the ground and land in front of his son who's still busy with his Lego. The scene fades out and restarts with the dad entering the room where to his amazement the shelving unit is stood in all its glory, finished! He looks over to his son who's still fiddling around with his lego brick. The scene fades to black. Enter the Lego logo and tag-line along the lines of 'It all started with Lego' - I'm not too sure if the line 'same brick, different generation' fits too well.