Danish toymaker Lego has released a whimsical new ad in time for the holiday season that encourages kids to rebuild and remix its products in whatever way their imagination calls for.
The spot, developed by Lego’s in-house agency, features Star Wars stormtroopers retreating from a swarm of bees, a dragon trained to put out fires rather than start them, and cacti wearing padded jackets to better facilitate a friendly hug. The action is set to a version of The Foundations’ pop classic, Build Me Up Buttercup, with new lyrics encouraging kids to embrace their creative sides.
Keen eyes will spot a range of Lego Systems sets in the ad, alongside its licensed tie-in kits – from routed First Order Stormtroopers to a flyby from the Milano, the spaceship of Marvel’s Guardians of the Galaxy.
Vice President LEGO Agency: Rasmus Juel Mygind
Head of Creation: Peter Johnson
Global Creative Lead: Lucas Reynoso Vizcaino
Global Creative Team: Leah Mababangloob, Gonzalo Torres, Carlos Ramas, Martin Rathschau, and Lucas Reynoso Vizcaino.
Sr. Global Communication Partner: Melanie Cumbo
Global Brand Strategist: Kevin Mercer
Global Communication Strategist: Ben Campbell
Global Project Manager: Malene Kallestrup
Head of Production: Charlie Cooper Henniker
Senior Lead Producer: Michael Toft Adelholm and Uffe Bryld
Senior Film production Manager: Mette Søgaard Lorenzen
Post Production Manager: Lene Williams
Sr. Content Planner: Kenneth Sanchez
Brand Global Marketing Development Team: Alero Akuya, Charlotte Lor, Lauren Charman and Victoria McElhinney
Production Company: Stink Paris
Executive Producer: Vincent Rivier and Helene Segol
Traktor Producer: Richard Ulfvengren
Service Company: 247xRadioaktive -Monika Urbańska, Maria Mazurczak and Anita Kozłowska
Cinematographer: Matyas Erdely
Production Designer: Agustin Moreaux
Art Director: Paweł Dąbrowski
Costume Designer: Pati Fitzet
Post Production: MPC - Anandi Peiris, Solomon Tiigah, Fabian Frank, Kamen Markov and Jean-Clement Soret
Edit: Final Cut - Ryan Beck
Music: Finger Music - Clare McGrath and Craig Brown
Sound Design: Machine - Matej Oreskovic, Ghazal Zargar Elahi, Alex Bingham and Ben Gulvin