Jane Lynch and a band of precocious kids star in Lego’s short film about the power of play

Droga5 Dublin worked with Lego’s in-house team for a twist on ‘Bring Your Kids to Work Day’

Published On
Sep 22, 2023
Jane Lynch and the six child stars of the new Lego ad

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Bring Your Kids to Work Day proves to be a lot more enlightening for the adults than the children in Lego’s new global short film, in which merry band of youngsters—armed with Legos, which turn them into superheroes—disrupt the gloomy workplace where their parents toil away sullenly.

The five minute-film was directed by Ellen Kuras (cinematographer on “Eternal Sunshine of the Spotless Mind,” among other films), who worked with DP Rachel Morrison (“Black Panther”). It also features a cameo at the end by Jane Lynch, who plays a work-obsessed CEO at the fictional Yalpcorp—“yalp” is “play” spelled backward—who in the end is impressed by the kids’ highjinks. (Actress Sun Li plays the CEO role in an adaptation of the film for China.)

The campaign, themed “Play Is Your Superpower,” is part of the toy marketer’s “Rebuild the World” effort, which launched in 2019.


The campaign emerged from research suggesting that free play—as opposed to structured, achievement-based activities as well as screen time—is under threat. On average, children are spending just 2% of their week (about seven hours) engaging in free play. The new campaign emphasized the importance of play in childhood development and the role it has in bringing fun to families around the world.

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

There is a “playable” version of the film at Lego.com, which prompts viewers with questions about the film and rewards correct answers by unlocking other interactive content. The campaign also encompasses TV, digital, out of home, cinema, PR, influencer, in-store and e-commerce.

Print ad showing the kids from the film and the line "Play Is Your Superpower"

“Our creative team were on a mission to develop a campaign idea that was big enough to flex across the three key moments from fall, right through to the holidays, and ‘Play Is Your Superpower’ is exactly that,” said Jen Speirs, chief creative officer of 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 lineup of diverse young talent that will empower both kids and adults to approach life in a more playful way.”

The influencer group for the campaign, dubbed “The Play Squad,” includes Tan France, Naomi Watanabe, Bindi Irwin and Stephanie Beatriz. 

Print ad showing the kids from the film as Lego minifigures and the line "Play Is Your Superpower"


Sep 22, 2023
Client :
Agency :
SVP & Head of Agency :
Nicole Taylor
Global Creative Lead :
Hazel Tracey
Global Creative Lead :
Guy Bingham
Global Brand Communication Lead :
Dan Worrell
Sr. Global Communication Partner :
Simran Khaira
Sr. Global Communication Partner :
Lino Fortes
Global Brand Strategist :
Rebecca Price
Global Communication Strategist :
Richard Yardley
Sr. Social Strategist :
Natalie Williams
Sr. Global Project Manager :
Kenneth Sanchez
Head of Production :
Uffe Bryld
Senior Lead Producer :
Elaine Lee
Brand Global Marketing Development Team :
Alero Akuya
Brand Global Marketing Development Team :
Lisa Nash
Brand Global Marketing Development Team :
Kristofer Crockett
Brand Global Marketing Development Team :
Jasmin Brennan
Brand Global Marketing Development Team :
Rebecca Dover
Managing Director :
Jimi McGrath
Chief Creative Officer :
Jen Speirs
Chief Strategy Officer :
Emma Sharkey
Head of Production :
Jessica Bermingham
Creative Director :
Stephen Rogers
Creative Director :
Edward Redgrave
Senior Art Director :
Lucas Oliviera
Senior Copywriter :
Anthony Ortuso
Copywriter :
Emmet Heneghan
Copywriter :
Ruby Norman-Curran
Senior Strategist :
Lorna Tutty
Group Account Director :
Sam MacDonnell
Client Operations Lead :
Caitriona Coakley
Account Director :
Luiza Boerescu
Senior Account Manager :
Lisa Haran
Senior Account Manager :
Rian McCarthy
Account Manager :
Catherine Coffey
Senior Project Manager :
Simon Ball
Executive Producer :
David Lynch
Senior Producer :
Karina Cotter
Senior Producer :
Aisling O'Dwyer
Producer :
Siobhan Coakley
Creative Build :
Evan Greally
Creative Build :
TJ Ryan
Business Affairs Director :
Christina McGuckian
Production Company :
The Corner Shop
Director :
Ellen Kuras
Founder/Executive Producer :
Anna Hashmi
Executive Producer/ Producer :
Tess Mitchell
Executive Producer :
Sara Wallace
Rachel Morrison
Production Manager :
Sima Kutsenko
Production Designer :
David Lee
1st AD :
Shakir Hafoudh
Service Production Company :
Unit & Sofa
Executive Producer :
Fady Salame
Executive Producer :
Martin Sobotka
Executive Producer :
Veronika Hajkova
Line Producer :
Jan Hlavsa
Production Manager :
Robert Zapletal
Production Manager :
Klara Botlikova
Casting :
Kharmel Cochrane Casting
Casting :
Ground Class Casting
Casting :
Mann Casting
Editorial Company :
Union Editorial
Editor :
Marco Perez
Assistant Editor :
Joshua Sampson
Post Production :
Gabha Studios
VFX Supervisor & Creative Director :
Daniel Morris
On Set VFX Supervisor :
Jan Huebel
Executive Producer :
Dafydd Upsdell
Colorist :
Andy Francis
CG :
Gabha Studios
CG :
Executive Creative Director :
Jordi Bares
Creative Director :
Dragos Stefan
Executive Producer :
Josh King
Senior Producer :
Julie Nixon
Audio Post Production :
String & Tins
Music and Composition Arrangement :
Joseph Alexander
Additional Music :
Jim Stewart
Sound Designer :
Will Cohen
Sound Designer :
Jim Stewart
Foley :

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