Lego (Commercial Tags)

From the Audiovisual Identity Database, the motion graphics museum

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1st Logo (Your World, Your Rules) (2000)

Visuals: A child (depends on the advert) holds a large globe built out of Lego bricks, it spins to the middle and turns into the Lego logo. Then, the logo moves to the top left of the screen as the sets for the respective theme appear.

Technique: CGI.

Audio: A voiceover says "Your World, Your Rules", followed up by a voice saying "Lego!", followed by "Mania" quickly said in a whisper. On some commercials, we only hear the voiceover alongside the whisper saying Lego's then tagline "Just Imagine..."

Availability: Appears at the end of commercials for Arctic, Dino Island, Star Wars and Knight's Kingdom in North America.

2nd Logo (Play On) (2003-2004)

Visuals: On a black background is the Lego logo in a left position. Then, duplicates of the word "play on" in a thin curvy font appear and disappear until the words appear enlined with the Lego logo.

Variant: US and Canadian commercials simply have a still graphic of the Lego logo and the tagline, with a copyright notice below.

Technique: Simple animation tactics.

Audio: The sounds of Lego bricks being poured out.

Availability: Appears on Lego commercials from outside the United States and Canada, such as for Lego Creator sets. The alternate variant appears on some commercials from the US and Canada, such as Lego Star Wars and Lego Orient Expedition.

3rd Logo (Mid-2006-2017)

Visuals: The Lego logo is seen in the middle of the screen. Then, something happens to the logo, which depends on the commercial, before the logo goes back to normal.

Variants: There are many, many variants produced. See this page for more information.

Technique: CGI.

Audio: Depends on the commercial.

Availability: Appears at the end of most commercials for Lego themes, including City, Star Wars, and Ninjago.

  • It doesn't appear at the end of Lego Friends commercials.
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