The arrangement of objects found in these Lego Words Puzzle ads is purposely referencing the children's favorite literacy game; however, the concept has been spun to encourage a more complex means of uncovering answers. Instead of presenting a matrix of letters, the alphabetical grid has been replaced with a reticulation of toy bricks.
The TBWA advertising agency of Costa Rica has provided a single word at the bottom of each print, challenging the player to seek out a tractor, a crocodile and a spaceship. Since these items cannot be spelled due to the absence of latin characters, one must build such an object from the lines of LEGO pieces provided. While the Lego Words Puzzle ads do drastically alter the image of the familiar word search setup, the hand-circled sequences help the observer to make the connection and comprehend the campaign's strategy.