We’ve come to expect clever advertising from Lego – after all their product is all about creativity.

Their latest campaign from Ogilvy Bangkok shows kids building their future careers brick by brick. They chose to highlight three careers – astronaut, rock star and firefighter (I love that the astronaut is a girl). The brick by brick aspect is beautiful here, it hints that the hours of play, of creative thinking, of building models are all helping to learn skills that are important in the child’s future (or do I take these things too seriously?).

The clever lighting is an added bonus, each photo reflecting the chosen careers very subtly.

Apparently these models are being created and I have a feeling there is more to come from this campaign.

I have written about Lego advertising before – Here and here (and it will probably happen again)