Lego has launched a TV campaign developed by Amsterdam agency, We Are Pi, showing how its colourful bricks bring fathers and sons together.
Titled ‘Let’s Build’, the story is told through the eyes of a child who is bonds with his dad building with Lego.
The emotive narrative looks to pull in parents, as well as show the creative potential offered by Lego.
“Lego has been covering playroom floors since 1949 and we want to keep inspiring the builders of today and tomorrow,” said Lego brand manager, Kathryn Marriott.
“This campaign is designed to build the Lego brand and everything that it stands for, bringing parents and children together to enjoy a creative play experience that only Lego can offer.”
The spot was premiered in the UK and Ireland during the X Factor on Saturday and is set to run throughout the pre-Christmas period.
The media spend on the campaign is estimated at 10 per cent of the annual marketing budget.