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

15 hours ago

Valentine's Day 2025 round-up: how UK brands are ...

From 'World dump day' to 'Knorrplay', a look at some of this year's brand love coming out of the UK.

16 hours ago

What India's streaming shakeup means as JioCinema ...

Despite its strengths, the new entity’s biggest challenge will be getting its pricing right in a highly cost-conscious market.

16 hours ago

BuzzFeed to launch new social media platform in ...

The new platform will reposition BuzzFeed from a news and entertainment business to a tech and social media company.

16 hours ago

PepsiCo's $200 million investment brings Cheetos ...

PepsiCo is back with a big investment and a new strategy to take on Indofood's snack supremacy.