World-wide outrage aroused on the internet after the publishing of these Lego print campaign ads on Adsoftheworld.com. The advertising company Saatchi &Saatchi China, who was held responsible for creating them claimed the ads were fake and were made without the consent of the company's execs. They issued a public apology informing that they fired two staff members and will take legal action against them. The campaign was called „Rebuild it! Lego"