Unlike regular holiday ads with depictions of snow, open fires and rich feasts, Lego went in a completely opposite direction - a Katy Perry singing on top of an imaginary Lego vehicle while kids deliver presents kind of direction.
Yes, the latest Lego ad sees Katy Perry riding a not-to-scale version of a children’s Lego creation while singing her hit song “Firework.” As children build their Mad Maxesque six-wheeler, it appears on the street with Katy Perry onboard in the role of the Coma-Doof Warrior.
Mad Max references aside, the ad comes to a close with children handing out presents from the vehicle of their creation, and the brand’s message to “build a playful holiday.”
Lego has always been about giving children the tools to express their creativity and the endless brilliance of their imagination.
“At the Lego Group, children are our role models – they inspire us with their creativity, curiosity and imagination, so who better to turn to for our holiday campaign?” said Julia Goldin, chief product and marketing officer. “Our new campaign is a celebration of the creative power and optimism that children possess. They see endless possibilities for play and show us the difference play can make to the world as they rebuild it for the better. We want to inspire people of all ages to prioritize play over perfection and unleash a childlike joy this holiday season.”
Talking about the latest campaign, the company stated that it was “the biggest and most playful” festive marketing push for the brand to date.
We can thank the creative team from The Lego Agency for this out-of-the-box ad that will run across TV, digital, out-of-home (OOH), social and eCommerce channels. The campaign will also be presented in stores across 35 markets.
Traktor was in charge of direction and production, while The Mill handled post-production.
Hopefully, we will get to see more imagination-fueled ads such as this one from The Lego Agency.