Danish toymaker Lego has released a whimsical new ad in time for the holiday season that encourages kids to rebuild and remix its products in whatever way their imagination calls for.
The spot, developed by Lego’s in-house agency, features Star Wars stormtroopers retreating from a swarm of bees, a dragon trained to put out fires rather than start them, and cacti wearing padded jackets to better facilitate a friendly hug. The action is set to a version of The Foundations’ pop classic, Build Me Up Buttercup, with new lyrics encouraging kids to embrace their creative sides.
Keen eyes will spot a range of Lego Systems sets in the ad, alongside its licensed tie-in kits – from routed First Order Stormtroopers to a flyby from the Milano, the spaceship of Marvel’s Guardians of the Galaxy.
The campaign, part of Lego’s existing ’Rebuild the world’ positioning, will run globally across a variety of channels including TV, digital, Spotify, Snapchat, out-of-home (OOH), social and e-commerce, and in Lego retail stores.
Julia Goldin, chief product and marketing officer at the Lego Group, said: “As with everything we do, this campaign is inspired by children whose extraordinary imaginations show us that the world is full of possibilities.
“Whatever a child’s passion – whether it’s vehicles, animals, superheroes, arts and crafts, or something entirely different – with Lego Play they can explore and rebuild the world around them while developing skills such as creative resilience, communication and the confidence they need to thrive in it.”
The ad was directed by Traktor and produced by Stink Paris. MPC provided post-production.
Lego has also released new building instructions, showing avid constructors how to reassemble their existing sets into new creations. A Lego Friends Magical Caravan kit is converted into a corvette, while the Lego Technic digger transforms into a pirate-themed fighter airplane.
Alongside the campaign, Lego is also promoting its annual ’#BuildToGive’ initiative. The charity initiative encourages families to share their seasonal Lego builds online; for every Lego start posted on social media using the hashtag ’#BuildToGive’ in December, Lego has promised to donate a new set to children in hospitals, children’s homes and vulnerable communities. The offer will supply up to 1.5 million children with Lego this winter.
First published on The Drum.