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Iconic toy brand Lego’s global campaign for the holidays this year continues its superhero theme to promote the “Play Is Your Superpower” platform as the company encourages prioritizing play in children’s lives.
The 30-second film is the latest in a three-part campaign; the six children from the first ad join forces with a neighborhood of kids and adults for a snowball fight of epic proportions.
It aims to highlight the skills that children can learn through play to take them forward in their lives, including building creativity, confidence and problem-solving abilities while forging friendships through adventure.
The campaign was produced in partnership with Our Lego Agency (OLA), the 400-person strong in-house creative agency, alongside Droga5 Dublin.
“What’s different about this year is that … we made this part of a bigger story. So we established the characters, and they really come out to play at this time of year, and that is manifested through a snowball fight,” Nic Taylor, svp and head of OLA, explained to Adweek.
“Lego is a really good way of fulfilling that play experience because of its versatility, and there’s so much imagination involved in Lego as opposed to a very defined toy—you can turn it into all sorts of things. So it just made sense for us, as a product experience as well, to have this narrative and do it in a celebratory way at the holiday time of year,” she continued.
Alongside the hero film, the brand will release six 15-second films, each focused on different play sets, highlighting that through imagination the toys can become part of the real world across themes from animals and space to gaming and socializing.
“When we first met our Superkids, they had a big job to do … to show the whole world that play is a superpower. Now they just get to let loose in a full-on, snowball-covered celebration of supercharged Lego play,” said Jen Speirs, chief creative officer of Droga5 Dublin.
“In a series of epic, action-packed films, they’re here to show us that Lego is the ultimate gift to choose this holiday season because it brings people of all ages together, sparks creativity, fuels passions—and brings a whole new level of fun and surprise.”