Lego launches new campaign to encourage kids to ‘Build Your Lego Christmas’ via Ensemble
This year Lego Australia will move away from its traditional product led communications at Christmas with a new television ad produced by agency Ensemble.
This is the first time a local TV commercial has been created for a Lego Christmas campaign in Australia.
The new campaign carries the theme “Build Your Lego Christmas” and is designed to be a brand campaign that leverages the memories of playing with Lego for broader age groups, as well as highlighting the play factor for today’s kids. The new work will run in Australia and New Zealand.
Ensemble has written and produced a 45-second TVC to lead the campaign and tells the story of a young boy looking for the ideal decoration for the top of the Christmas tree. The problem is finally solved when his sister builds a large star made of Lego bricks and places it on top of the tree to surprise her brother.
Says Troy Taylor, marketing director, Lego: “The Build Your Lego Christmas TVC is a change in direction from our traditional product and theme specific Christmas messaging of previous years.
“Lego carries very high levels of awareness and good will among people of all age groups and the new TVC is designed to evoke a sense of nostalgia and remind people of the value Lego can bring to families at Christmas through the joy of building.”
The television work will be complemented by Out of Home in Westfield shopping centers across the country. The Build Your Lego Christmas campaign will later introduce a large scale activation and social media elements, to be announced in the near future.
9 Comments
Poor.
You would think a company as creative as Lego would have a Christmas ad that was actually interesting and creative. Very boring
good grief, i hope that’s just some cheap library music because if it was scored it’s vile.
very subtle performance direction.
I find it’s really helpful that they’ve put the punchline to the gag on-screen throughout the ad.
That’s awful. LEGO should have appointed an agency with TV experience and a decent production company. The boys hair styling and performance was the best part.
I agree its not the most engaging ad.
But at least the child is making something original out of Lego. It isnt a pre-packaged pre-built overpriced movie franchise set.
Its a very subtle throw back to original lego marketing in the 70s/80s. Ugly is beautiful.
Shame its boring. You could of made something epic out of this.
trying. The edits shit. The musics lame. The idea might have had some balls. I can’t believe someone like Lego would do this after something like Lego movie which my son is obsessed with. Like earlier comments. Get a good agency and production company and stop going cheap on production costs for fuck sake. You’re getting the media for free thought you tube etc. especially if it’s good people will send it on.
I actually thought contrary to what I can only presume are some bitter industry people in this forum that didn’t get the job that this was a nice ad. Traditional, feel good clip, well presented and made me feel very festive.