Not long ago, Sir David Attenborough turned 100 years old, which is a magnificent milestone in its own right.
For their part, Lego did something absolutely magical with that fact.
Until very recently, when you looked at any box of Legos, it said “For ages 4-99,” so when Sir Attenborough’s centennial birthday was approaching, the company made the following observation: “In 8 days time, David Attenborough will be too old to play with Lego.”
And very quietly, with no fanfare beyond that simple announcement, they changed the age range on their packaging to “4-100+.”
This is advertising without advertising, and is worth its weight in gold.
Sir David Attenborough has one of the most easily recognizable voices on the planet, having lent it to innumerable documentaries over the years, and that simple observation and change allowed them to share the spotlight with the man on his birthday in a way that wasn’t intrusive, and underscored the point that Legos are for everyone.
Honestly, this is one of the best advertising flourishes we’ve ever seen, and best of all, most anyone can leverage this technique but fair warning. This is the kind of advertising miracle that’s easy to reproduce but also easy to overuse. Too much of a good thing and you ruin the magic so this is the kind of thing that has to be applied with great care. If you can manage it, you can tap into advertising magic the likes of which you can barely imagine. If that sounds like the kind of magic you’re looking for in your next ad campaign, we can help with that. Just give our office a call at 404-671-9490. We’ll help make sure your next campaign will be one for the books.