LEGO Reaches Out To The Kid In All Of Us In New UK Spot

First TV Work In 30 Years Plays On Father-Son Bond

Published On
Nov 05, 2013

Editor's Pick

LEGO's first TV campaign in 30 years plays on the timeless appeal of the toy to different generations, with a spot narrated by a son describing the fun he has playing with his father. The spot, created by Amsterdam agency We Are Pi, was directed by Bare Films' Joanna Bailey (whose recent work includes this JWT spot for Ambrosia Custard). Running throughout the pre-Christmas period, the sight of the be-suited Dad building a robot with his wide-eyed kid will doubtless bring a few tears to parental eyes during the key gift-buying season.