What happens from the manufacturing of the sets until they reach the hands of children and adults is what Lego has imagined in its Christmas advertisement, a journey full of action and fun that seeks to reflect the creativity and joy that the toy company’s products offer. The campaign, created by the company’s internal agency -Our Lego Agency- delves into “The Lego Holiday Workshop”, where the magic hidden in each piece comes to life.
The announcement was made by Michael Gracey, director of “The Greatest Showman” or “Better Man”, and follows the steps of a single 2×4 brick on a vibrant journey from the workshop to becoming the perfect holiday gift. During his journey, he crosses different worlds and meets well-known characters, who evoke Lego’s different product categories and collaborations.
Among them, the figures of Thor, Doctor Doom and Mystique appear, alluding to the Superheroes line; the Yeti minifigures, racing cars, the ET set, Derpy Tiger from the K-Pop Demon Hunters, or the Twin Titans from Ninjago. The ad shows dozens of different minifigures putting all their passion into building the sets and leaving them ready for everyone to enjoy.
All this happens to the rhythm of the emblematic song “One More Time”, by the musical duo Daft Punk, which has reached the Lego universe. And the company has established a collaboration with the group that will materialize in products, content and brand experiences. As the first materialization of the alliance, the development of a special set inspired by the iconic Alive tour of 2007 has been approved.
Additionally, alongside the ad, Lego will release six short videos across its channels that focus on the different fictional workshop departments shown in the Christmas ad: Adventure, Discovery, Games, Nature, New Stories and Vehicles.
The brand especially highlights the link with Daft Punk and its music, specifically with the theme selected for the advertisement. “Like building with Lego sets, this iconic song connects generations and celebrates the power of creativity to bring people together and let them go in the moment.“said Remi Marcelli, Senior Vice President of Global Brand Development of the LEGO Group, in a statement. “I can’t imagine a better song to kick off the Christmas season and I hope the campaign sparks joy and creative enthusiasm in families around the world.”.
Following Lego’s positioning, the use of the brick perspective is intended to reflect the role that Lego products can play in the development of imagination and creativity. “I love to think that something so small can connect so many iconic characters from completely different universes, coming together to contribute to a single creation.“commented the director, Michael Gracey. “Creating something with your own hands is an incredibly rewarding experience, but there may be an even greater joy in giving it to someone else.”.
