The LEGO Group has launched a Christmas advertising campaign online.
In a new Christmas marketing push, the LEGO Group has launched a 60 second video on social media that depicts LEGO bricks as a way to capture children’s imaginative side. It is set to be rolled out in 36 markets, AdAge reports. It is the first advertisement from the LEGO Agency, the new marketing department set up after the company decided to bring such efforts in house.
During the 60 second video, children put bricks together before they and their relatives are transported in what the builder sees as they create. Police cars, go-karts and even an X-wing Starfighter spring from the minds of the youngsters in explosions of colour.
This advert “is a celebration of the endless creative opportunities that the LEGO system in play provides,” Remi Marcelli, Vice President of the LEGO Agency told the website. “We hope it will engage and excite fans across the world, reminding us all of the importance of play.”
Although in house marketing is not entirely new for the LEGO Group, it has recently been streamlined as the LEGO Agency. It is expected that fewer marketing campaigns will be outsourced in the future. “The agency setup is essential to ensure we develop a global plan for our global portfolio, with a one brand approach,” says Marcelli.