The Drum Awards Festival - Creativity

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By Amy Houston | Senior Reporter

September 21, 2023 | 4 min read

The film is a collaboration between the toymaker’s own creative agency and Droga5 Dublin.

Lego has revealed the brand’s first-ever playable ad titled ‘Play Is Your Superpower’. In the spot, actor Jane Lynch portrays a work-obsessed exec who becomes enlightened to the benefits of play by seeing its impact through the eyes of six adventurous children. The kids are at the office during ‘bring your child to work day’.

The campaign hopes to encourage adults to prioritize play for the children in their lives. It will run for four months with three key moments: the fall launch, World Play Day on October 12 and during the brand’s peak holiday season.

Julia Goldin, chief product and marketing officer at the Lego Group, said: “For over 90 years, we have been a champion of children and their right to play. We believe play helps children develop skills like creativity, confidence and communication that helps them learn and thrive today and in the future.

"Our 'Rebuild the World' platform has helped us celebrate the power of play since 2019 and we’re excited by the next iteration of the campaign to inspire people of all ages to reprioritize play in their lives.”

Ellen Kuras, best known for her work on the Academy Award-winning film Eternal Sunshine of the Spotless Mind, directed the spot.

“We knew we wanted to make a big statement around the power of play this year, so we designed a campaign that celebrates just this,” added Nic Taylor, senior vice president and head of Our Lego Agency.

“The film showcases the endless possibilities for play that children see, in even the dullest of situations, and shows the difference play can make to the world as the children rebuild it for the better. Jane Lynch and Sun Li add to the playfulness of the film by revealing themselves as forward-thinkers who want to overthrow the norm and inject more play into their workplace.”

A recent global study found that, on average, children are spending just 2% of their week (equivalent to seven hours) playing. This insight informed the creative push.

“Our creative team was on a mission to develop a big campaign idea that would be able to span from fall, right through to the holidays; and Play is Your Superpower is exactly that,” noted Jen Speirs, chief creative officer, Droga5 Dublin, part of Accenture Song.

“Of course, the only way to launch an idea like this was with a brand film that mimics a true superhero epic and opens people’s eyes to the wonders of play, which has actual ways to play hidden inside. We’re proud to have created a piece that features a line-up of diverse young talent that will empower both kids and adults to approach life in a more playful way and are excited to watch it unfold.”

Interested in seeing more creative campaigns? Check out our Ad of the Day and the Best Ads of the Week sections.

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