A Lego, one of the most popular toys invented; almost every child has owned one at some point. A new Lego commercial probably comes out, at least, every six to eight months. Lego's lastest campaign, labeled as "Inspire Imagination" with the recent placement of "Keep Building", deals with the atypical gender roles. Lego creates a new image of girl empowerment. In the sixty-second clip directed by Brigg Bloomquist, known for creating multiple Nike and Neato commercials, plays on the relationship between moms and young daughters and the empowerment they can use through the imaginative thought process, such as being a doctor and pilot. The targeted group for the commercial is for young girls and basically tells them to "be who they want to be" and "achieve what they want to achieve". There are many commercials that deal with girl, even women, empowerment that are very similar, definitely making it unoriginal. Ultimately, the purpose is to shows young girls they can achieve anything through the use of the Lego's, meaning they need to buy them, because a Lego evokes creativity. Brigg Bloomquist creates a powerful tone through the use of inspiring music. Not only does he set a inspirational tone, and uses the same amount as an other women empowerment commercial. He appeals to his audience through warm memories and a motivational speech, a very common strategy to use when trying to motivate. Overall, I think he achieves his purpose mainly through the inspirational setting, but isn't just another cliche on women empowerment? Hasn't the public seen this already? So, what really makes this stand out? Overall, it's been done before; it doesn't mean it's not good, just it's unoriginal unfortunately.
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