Back in 1981 Lego released an extremely clever advert – one from your childhood. It takes on a slightly surreal look at all the things you can make from a box a Lego. The TV ad is narrated by Tommy Cooper, and then a battle ensues between a mouse which, when threatened by a cat, turns into a dog. The cat turns into a dragon and so on and so forth, to a submarine and a submarine-eating Kipper. The submarine eventually morphs into an elephant, the mouse rebuilds and the elephant faints. Lego: It’s a new toy every day – just like that!
The TV ad, created by TBWA, was voted one of the 100 greatest adverts ever by viewers of Channel 4. It was also re-aired across UK cinemas nationwide for a month, with the first showing having coincided with the launch of the James Bond film ‘Quantum of Solace.’
Agency: TBWA London
Creative: Mike Cozens; Graham Watson
Director: Ken Turner
Production: Clearwater Films
Producer: David Mitten
Director of Photography: Tom Harrison
Editor: Patrick Udale
Reviewing The Lego Kipper Advert:
The beauty of the cinematography of this advert is in the stop motion effect that it utilises. Without the need for action or film like camera shots it still delivers an impactful message that with Lego the possibilities are endless.. 5/5
This advert is very successful in its messaging, which delivers to us the fact that Lego is fun, the possibilities to create anything from one box of Lego is endless and that it is endless in bringing you a ‘new toy everyday.’ 5/5
The pace of this advert is perfect and enjoyable to watch. For that I give it a 5/5.
The voice over of Tommy Copper makes the advert sublime. The story of the cat versus the mouse is not an uncommon one, but with the voice over and creativity in this advert, makes it really come to life in just a few seconds. 5/5
In 2009 Lego also released a stop-motion advert of a father and son building a Lego house together which is just as creative and fun to watch. You can watch it below:
What about you?
What is your best Lego creation? I’d love to see your feedback in the comments below.