The Lego advert brings together the best players in the world for its World Cup campaign.
The World Cup is just around the corner, and with it, brands are starting to launch their advertising campaigns. One of the most talked-about has been Lego, which has brought together none other than Messi, Cristiano, Mbappé and Vinicius.
A campaign that revolves around the new sets from the Danish brand, including a replica of the World Cup trophy. An object of desire for everyone, and the main leitmotif of the advert.
Lego – Everyone Wants a Piece
The Lego advert is titled “Everyone Wants a Piece” and, as mentioned, brings together some of the biggest stars in world football: Cristiano Ronaldo, Lionel Messi, Kylian Mbappé and Vinícius Jr.
The piece revolves around the construction of a World Cup trophy replica made entirely from Lego bricks. As the structure takes shape, the four players symbolically compete to leave their mark: each one tries to place their minifigure inside the trophy, as if that gesture could predict who will become the next world champion.
However, the Lego advert features a final twist that breaks away from the usual logic of celebrity-led campaigns. It is not the stars who “win,” but an anonymous fan who manages to place their figure inside the trophy. This detail is key from a creative standpoint: it shifts the focus from the idol to the fan, reinforcing the idea that football belongs to everyone.
The concept “Everyone Wants a Piece” works on multiple levels: it speaks about the desire to win, to be part of something big and, above all, about the democratization of the game. Whether you are a global superstar or an anonymous fan, everyone wants to take part, everyone wants to leave their mark.
Watch | YouTube
