Copywriters! Whaddya think of these new Lego ads? Clever? Too Clever? Not Clever?

(click ads, via)
These ads are appearing in magazines on four consecutive pages. I get it, Pereira O'Dell (the ad agency): The copy is attempting to show the limitless mind of a child, and that what that mind is thinking often only makes sense to that child. But. The ads are not enjoyable—reading them made my head hurt.They're lazy. They could have been written in the same scattershot style, and made sense, had a better payoff, which would have been enjoyable. Your comments welcome.
Previous good Lego campaigns: Good • Better • Best.