Many children and adolescents have replaced family fun with screens and individual entertainment, which threatens connection at home. Lego firmly believes that its sets and minifigures can be an antidote to reversing the trend, and defends it in its Christmas advertisement, with which it also reminds us of the importance of shared play.
Eddie is a 12-year-old boy who has forgotten the magic of the game and prefers solitude.
It does so through the story of Eddie, a 12-year-old boy who has forgotten the magic of the game and prefers the solitude of his room to the joy of family fun. His little sister is in charge of reminding him, thanks to the brand’s toys, which come to life and make up a great chorus that pays tribute to the advantages of traditional play.
The spot uses a version of the song “Hello”, by Lionel Richie. Thus, figures from the Lego universe reinvent the iconic 1984 ballad with a fun touch and ask the world “Is playing what you’re looking for?” Those in charge of singing the theme are characters from sagas such as “Star Wars”, “Batman”, “Wicked”, or “Spider-Man”, and with their presence the brand highlights its strategy of linking to entertainment and popular culture.
The spot has been conceived by Lego’s global brand development team and produced by its in-house agency Our Lego Agency. It featured director Steve Ayson, the beEpic animation studio and the Walker Studios sound studio.
For its realization, more than 97,000 pieces have been used, as explained by Lego, to build the main stage; and more than 220 minifigures and 27 vehicles have been brought to life.
With its Christmas advertisement, Lego seeks to inspire families around the world to unleash their creativity and share special moments of authentic connection. “Our Lego Christmas Choir is here to remind everyone of the importance of celebrating the joy of play and the magic that comes when we come together“; said Nic Taylor, Senior Vice President and Director of Our Lego Agency. “We hope that families will immerse themselves in the world of play, where laughter is the soundtrack and imagination knows no limits, to create unforgettable experiences together.”.
Along with the announcement, as of November 11, Lego is launching its “Build to give” initiative, with which it encourages all users to build a heart with Lego pieces and share it on social networks. For every heart shared, the company donates sets – up to 1.5 million units – to boys and girls at risk of exclusion through collaborating organizations.
