Lego has released ‘Give the Gift of Imagination’, its first mainstream Christmas TV campaign since 2013 that captures the unmistakable rattle of its bricks.
The TVC focuses on a range of kids picking up a range of boxes and automatically knowing what’s inside just by shaking their present. They go on to describe what creations they hope to build – “a carrot village”, “a humongous boat that flies” – before tearing any wrapping paper at all.
The hero spot broke this weekend (11 November) during The X Factor, and will feature in a number of primetime ad breaks including I’m a Celebrity Get Me Out of Here, Emmerdale and Coronation Street.
It will be supported with digital outdoor on the high-profile London sites Piccadilly Circus, Oxford Circus and Leicester Square, as well as across digital platforms such as You Tube, Facebook, Snapchat and Amazon Video.
"With this year's Lego Christmas campaign 'Give the Gift of Imagination', we celebrate the imagination and creativity of children,” said Marius Lang, head of Lego’s UK marketing.