Lego rolls out first local Christmas campaign from Ensemble

Lego has moved away from its traditional product led Christmas campaign to a more emotive, brand spot which sees a young boy struggle to find the perfect decoration to top his Christmas tree as the toy brand aims to evoke a sense of nostalgia amongst parents looking for gifts for their children.

Created by Ensemble, the spot sees a young boy decorating the family Christmas tree only to be troubled with what to put on top before his sister helps out by crafting a star from his Lego collection.

Lego marketing director Troy Taylor said: “The Build Your Lego Christmas TVC is a change in direction from our traditional product and theme specific Christmas messaging of previous years.

“Lego carries very high levels of awareness and good will among people of all age groups and the new TVC is designed to evoke a sense of nostalgia and remind people of the value Lego can bring to families at Christmas through the joy of building.”

The ad is the first time a local TV ad has been created for a Lego Christmas campaign in Australia, with the TV spot complemented by outdoor in Westfield shopping centres across the country, with a large scale activation and social media elements to be announced in the near future.

Creative agency Airborne, which held the Lego account, was folded into fellow IPG Mediabrands agency Ensemble in August.


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