Lego takes a trip through time in 90th anniversary ad

In-house campaign kicks off a summer of activities

Published On
Jun 15, 2022

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Lego is marking its 90th anniversary on August 10, and to celebrate it has released a colorful new film that takes a look back at how its iconic bricks have played a part in culture over the years.

The spot, created in-house, takes us through the decades as we see kids' Lego builds mirror the changing times, from cars, then robots and rocket ships to reflect the modern era, with a Lego recreation of a Pride parade. The voiceover makes the point that "we are all builders," and that we build more than just objects but "art, lives, relationships" and more, including solving problems and ultimately, making the world a better place.

The campaign was developed by the Lego Group’s global brand development team as part of the brand’s global brand platform ‘Rebuild the World’. Oskar Bard of Hobby Film was the director.

It will run across a variety of channels including TV, digital, out of home, cinema in the U.K., e-commerce channels and in the retail stores in over 25 countries. It will also be supported by a series of activations and "playful events" in local markets. These will include turning Lego stores into playgrounds from June 10, with building activities for visitors and display areas for creations to be showcased. It will also be collaborating with entertainment, art and design, music, fashion, sports and gaming partners to create playful spaces and experiences, and partnering with celebrities including Alicia Keys and Peggy Gou to celebrate the role of play in their lives.

“Play has always been the cornerstone of humanity," said Julia Goldin, chief product and marketing officer, the Lego Group, in a statement. "It’s not only fun, but it’s crucial to helping children develop essential life skills, strengthening family bonds and building communities. But with competing pressures on the lives of parents and children, play is often deprioritised. To mark our 90th Anniversary this summer, we’re launching our largest ever celebration of play to inspire people around the world to play more; whatever their age, location or interests."