Shauna Lewis
Nov 2, 2021

Lego's Christmas ad mixes Star Wars with a firefighting dragon and dancing cacti

The film transforms children’s fantasies into tangible scenes for the viewer.

Lego’s new festive campaign for 2021 celebrates the limitless nature of children’s imagination, with scenes of Star Wars stormtroopers running away from insects and a dragon who puts out fires, rather than starting them.

The campaign will run across TV, digital, Spotify, Snapchat, out of home, social and ecommerce. It will also appear at Lego stores which will offer shoppable sets that inspired children in the film.

Developed by the Lego Agency, the film transforms children’s fantasies into tangible realities for the viewer. Stormtroopers march through the forest only to be thwarted by a swarm of bees, a firefighter dragon saves a weightlifter from a medieval castle and a spaceship cruises between skyscrapers.

Set to a reworked version of The Foundation’s Build me up Buttercup, the theme song includes the lyrics “Build it up, mix it up, change it up”, all in the spirit of embracing the weird and wacky.

As part of the holiday campaign, the Lego Group has also created two sets of rebuilding instructions to help kids and parents transform existing builds.

The spot was directed by Traktor, with production by Stink Paris and post-production by MPC. It aims to show how Lego can unlock children’s creativity and rebuild the world offered to them in a more inventive way.

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, 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.”

Source:
Campaign UK

Related Articles

Just Published

21 minutes ago

Skoda India parks creative mandate at Wunderman ...

The mandate was bagged following a multi-agency pitch, and the account will be led out of Wunderman Thompson’s Mumbai office.

31 minutes ago

Why TikTok is not the place to be for brands during ...

Before and after the game are a different story as brands “scratch the surface” of what they can do on the platform for big events.

43 minutes ago

Accenture brings on Magic Leap chief design officer ...

James Temple to head up Accenture Song’s metaverse capabilities, succeeding Mark Curtis, who is moving to its global sustainability studio.

1 hour ago

Arthur Sadoun interview: Publicis’ ‘profound ...

CEO talks to Campaign UK at Q4 results about rewarding talent and paying an average salary increase of 8% last year.