Lego my Imagination!

Ever since the late '70s, I've been kind of a crotchety old man when it comes to Lego. That was when the iconic building blocks went from focussing on generic pieces to what can only be described as glueless modelling kits.

Okay, so a Lego AT-AT is really freaking cool, but where's the imagination in that? And how impressed would you be if your kid was able to design one using only those old primary coloured blocks?

But these fancy model kits aren't necessarily the end of imagination — just a lazy way out. Really creative kids ignore the instructions and make whatever their fantasies demand.

And that's why I love... no, LOVE! this campaign I just saw in I Believe in Advertising:

[click pics for larger versions]

Thank you, Leo Burnett Moscow. That's a truly refreshing and inspirational campaign for a parent like me!