The Lego Campervan – For Real Men Only

22 09 2012

Nice ad campaign in the German media: Lego advertises its Volkswagen campervan model and a model of the Mercedes Unimog truck and of StarWars’ R2-D2, all under the headline of products “for men”. The ad starts with “Only Original Parts. Thousands of them”, and then goes on: “Show that you have it in you. Thousands of parts will push you to your limits (…). Accept the challenge.” Nicely ironic. They also have set up a web site for the campaign (www.LEGOmen.de). Line from that page: “Men don’t have hobbies, they have a task.” Find more photos of the Lego kombi, links to the Lego web shop and to a video of the assembly of this model in this collection of Lego-related posts.

Screenshot from the Lego web page “http://www.legomen.de/”.


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3 responses

23 09 2012
ewdb92

This ad campaign is really cool and reminds me of the old VW ad campaigns in the US. It appeals to me for a couple of other reasons too. First is the recognition that owners of older VWs appreciate original parts and in some cases will accept no substitutes. Here is the opportunity to work on a VW with “thousands” of OEM pieces. I am currently writing a post for my blog about my quest for replacement parts for our Lego bus since we were missing a few and the theme is complimentary to this point in the ad. Second, this ad sets the challenge for adult men – “are you man enough?”, if you will. Ironic indeed since my 7 yr old daughter is the one in charge of assembling ours and has little difficulty. But I am curious as to why they used English to write “For men” in an otherwise all German language ad.

23 09 2012
campervancrazy

Thanks for the liking! I am curious how customer friendly Lego will be when it comes to spare parts for their kombi. Hoping for the best. On the usage of English in an all German ad: It is actually considered pretty cool and fasionable to sprinkle some English words into everyday German. Started probably already 10-15 years ago and is now also being used in written German, like in this ad. E.g. every coffee selling point in Germany as a sign “coffee to go” instead of “Kaffee zum Mitnehmen”. Some words are actually German inventions where we only assume these words are used in English. E.g. your cell phone or mobile phone is called a “handy” in German. Not a German word, and not the correct meaning in English for the item, but has become the term of choice.

28 09 2012
ewdb92

Thanks for the explanation. I tried to start that trend of using both German and English in my German classes, It did not go over so well 🙂 Lego did really well with the spare parts, though I went through a store and not the company website. Nice to find a company willing to help out!

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