I was running errands the other day and noticed a different kind of sign in front of a toy store. In a sea of insipid retail signage saying “SPRING INTO SAVINGS!” and “Shopping is my cardio 💅 ” this sign actually made me pull over, get out of my car, and take a picture.

It featured a single yellow brick and read: LEGO — Destroying parents’ feet since 1932. Taken at face value, the ad is a clear warning NOT to buy Legos. Why on earth would a logical person see this and opt in? Who wants to buy something that promises to “DESTROY” their feet? Any ad agency veteran can imagine presenting this headline to a client, only to receive a laundry list of logical concerns.

But what Lego and Learning Express understand is: people aren’t logical creatures. We’re driven by emotion. And I’m a firm believer that “emotional” advertising doesn’t always need to tug on the heartstrings. Sometimes it can tickle the funny bone.

Just like we laugh at comedians making insightful observations about daily life, this is funny because it’s true. It's a formula that never gets old. And when a brand can use truth in a funny, unexpected way, people are more likely to listen.

Once this Trojan Horse of an ad makes it through your guarded gate, it starts to work its hooks into you: “HA! Remember the way dad HOWLED when he stepped on my Legos?” Or “Maybe a Lego-to-the-heel isn’t so bad, if it means my kid puts down the electronics more often.” Or any other train of thought that's relevant to the viewer.

When honesty makes you laugh, it makes you listen. This is a reminder that the truth (served with a wink) can be the sharpest brick in the toy box.