Lego: Let’s Build

Over the coming week, the Christmas ad onslaught will get into full swing: Lego is making an early bid for the present pound with this heartwarming portrayal of a father and son getting busy with the bricks

Over the coming week, the Christmas ad onslaught will get into full swing: Lego is making an early bid for the present pound with this heartwarming portrayal of a father and son getting busy with the bricks

Let’s Build was directed by Joanna Bailey and created by Amsterdam-based agency We Are Pi. Interestingly it focuses on the creativity that can be unleashed by using the traditional Lego bricks, whereas a great many Lego sales these days are from licencing deals with the likes of Harry Potter and Star Wars or from Lego’s own Technic or City brands. The latter are more about painstakingly following instructions than letting your imagination run wild, but that probably wouldn’t make for such a strong emotional appeal.

It’s all rather charming with some nice performances from father and son. And of course, writing about Lego ads gives us the chance to show this classic once again

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