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Ads We Like: Lego’s version of Westminster sets off the peppy PSA we’ve been craving

Amid the UK government’s solemn TV and radio announcements, a film from Number 10 and Lego has brightened up the severity of the ongoing coronavirus lockdown with colourful calls to ‘Be A Hero’ and a brickified Larry the Cat.

The film went live on social media last weekend (11 April) as ‘an important message for families this Easter from the government’. It came off the back of a brief from the government asking for a PSA that children could easily understand.

The spot opens with the chimes of Big Ben ringing out from inside a Lego version of Palace of Westminster. It cuts to a ‘live’ news broadcast from an unnamed suited presenter, who announces the Easter Bunny is asking for a “new hero to step up” this year.

He explains that hero is, in fact, the viewer, who is now bestowed with the superpowers of “staying home, protecting our NHS and saving lives”. An irreverent Lego montage showcases the daily heroic activities now on offer, such as hosting a family movie night, washing hands and using a tissue..

The final scene sees the presenter reassure viewers that “this situation won’t last forever, but you will forever be a hero”. Larry, the Downing Street cat, then makes his cameo in Lego form.

The film was created by the in-house Lego Agency, with support from animation studio A+C Studios, Highly Unlikely Productions and We Are Social.

Emma Perkins, senior director of the Lego Agency EMEA, said: “Play helps children and families come together at the best of times – and the hardest of times. We wanted to use this brief to create a PSA targeting UK families and help change children’s perception of the lockdown by giving them a positive role – as heroes.

"The animation team brought all the Lego fun to life with wonderful brick-built scenes, all created in just three days working under lockdown conditions ourselves."

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