Lego has launched its first Australia ad as it looks to further push branding instead of products.
The campaign is based on the theme “Build Your Lego Christmas” and is designed to be a move from traditional product promotions and instead leverage the memories of playing with Lego for older age groups. The new brand campaign, by Ensemble, will run in both Australia and New Zealand.
The spot tells the story of a young boy struggling find something for the top of the Christmas tree until his sister builds him a star made of Lego bricks.
Lego marketing director Troy Taylor said ad is a departure from traditional campaigns.
“The Build Your Lego Christmas television commercial is a change in direction form our traditional product and theme specific Christmas messaging of previous years,” Taylor said.
“Lego carries very high levels of awareness and good will among people of all age groups and the new television commercial 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 campaign will be rolled out in Westfield shopping centres and will expand through large scale activation and social media.
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