André Cassagnes, inventor of the Etch A Sketch, died Jan. 16 at the age of 86. Now, the brand’s ad agency, Team Detroit, has crafted this tribute to the man. Showing the toy upside down allows the knobs to become eyes, of course, but also subtly communicates that the toy will continue to bring joy to countless children—held the right way up, it shows a smiling face. Team Detroit has produced one-off Etch-a-Sketch ads before—notably when the brand declared itself apolitical after Mitt Romney aide likened his campaign to an Etch A Sketch that could be shaken up on the fly.

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