Lego’s Christmas advert reinterprets the magic of shared play for new generations.
If there’s one star gift at Christmas, it’s undoubtedly any of the Lego building sets. The Danish brand has been fighting for years against new technologies in favor of shared play and creative storytelling.
And that is precisely the theme of Lego’s Christmas commercial. The company reminds us of the importance of playing together, at a time when families have replaced imaginative play with screens and mobile phones.
Lego Advert – “Hello”
The Lego Christmas advert is titled “Hello” and has been developed by Lego’s global brand team together with its in-house agency Our Lego Agency, in collaboration with the animation studio beEpic and the sound studio Walker Studios.
The story introduces us to Eddie, a 12-year-old boy who has lost the magic of play and prefers the solitude of his room over spending time with his family. His younger sister is the one who brings the joy back when the Lego toys come to life on a grand stage and start singing a fun version of “Hello,” the classic by Lionel Richie.
Minifigures from Star Wars, Batman, Wicked, and Spider-Man join together in a monumental choir to ask the world: “Is playing what you’re looking for?” With this, Lego reinforces its connection to pop culture, once again proving its ability to reinvent itself without losing its essence.
The production level of the Lego advert is impressive: over 97,000 pieces were used to build the main stage. 220 animated minifigures and 27 moving vehicles bring this piece to life, blending creativity, humor, and emotion in equal measure.
Nic Taylor, Senior Vice President and Head of Our Lego Agency, commented: “Our Lego Christmas Choir is here to remind everyone of the importance of celebrating the joy of play and the magic that happens when we come together. We hope families immerse themselves in the world of play, where laughter is the soundtrack and imagination knows no limits.”
Watch | YouTube
