A series of ads following the concept "Lego Builds Genius", which positions Lego as an educational tool more than a game. Targeted to parents that want to help the correct cognitive development of their children with useful games that make them think and be creative. In the vertical ads different geniuses are pictured as a Lego figure with phrases referencing their creation. In the vertical ads great inventions are shown as something you can build with Lego. These send the message that you kids be as creative and bold as famous geniuses, bringing their ideas into life playing with Lego.