Monday, November 25, 2013

The Most Miraculous Thing

Okay, this is weird. Inspired by the last post, I've been searching for the ad that made me want to go into advertising in the first place. I cannot find it. Anywhere.

As I recall, it was a British or European television ad for Lego. It would have been shot in the mid to late 90s. Yeah, I know that doesn't sound particularly promising. But I swear, the ad was absolutely magical.

A little boy of seven or eight is playing on the floor of his bedroom. His mom calls up to him, and he quickly pushes the thing he's been working on under the bed. He looks out the window. Two government agents in black suits are at his front door.

The agents appear in his bedroom. We see the little boy's mom nod to him, as if to say "go ahead." The little boy, looking bashful, pulls his creation out from under the bed. The government agents are awestruck. We, the viewers, are never allowed to see what the boy has made.

The next bit is a montage. The boy shaking hands with world leaders. The boy on the cover of magazines. The boy being honored with a ticker tape parade in New York. He's obviously created something magnificent. Something that's changed the world. But what is it? All we know is that it was made out of Lego.

I remember seeing the ad in about 1996. It's possible it was what's known as a "spec ad"--an ad that's made by an agency without the backing of the brand (in this case, Lego). But from what I recall, it would have been far too expensive for a spec ad. (Spec ads rarely involve ticker tape parades.)

If you can find it, I will give you a reward. No money (I don't have any), but a book of your choosing (as long as it's one of mine).

 UPDATE: Can I just say--you guys are amazing. Thank you so much, Luisa for finding this for me! I think there may have been a British version as well. I seem to recall a different mom. But this is the ad. No doubt about it.

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