Friday, 8 November 2013
Weekend ad break
Lego's latest ad (above) is a sure winner for the Christmas season - it's all about father and son bonding, and features the cutest wide eyed little boy building Lego towers with his devoted Dad. It's a clever bit of marketing but I think Lego may have missed a trick. Why isn't it a Mother in the ad?
Yes, Dads sometimes get to do the fun parts of Lego building - helping put together the new Lego set they got for Christmas, for example.
But Mums, in my experience, are the ones who really know about Lego. We get to hear endless information all about the characters in Lego Chima. We have to figure out how to get two bits of Lego apart which appear to be have welded together by superglue. We have to search under the sofa for "my really important Lego guy" who's crucially gone missing five minutes before bath time. And we have to pore over instructions when it's all gone horribly wrong.
We also get to experience the joys of picking Lego up off the floor, the nagging in the supermarket when Lego minifigures are spotted at the checkout (thank you, Sainsbury's) and the sinking feeling when yet another Lego set is dimantled and goes into the big, endless pile of bricks.....
Yes, Lego, do an ad about Mothers. Because, as any Mum of little boys knows, understanding Lego is essential to raising sons.