Six of the best LEGO ads ever, after LEGO F1 Miami Drivers Parade
The LEGO Group is known for coming out with some impressive ads over the years, including the recent viral Formula 1 Drivers Parade.
Although all 20 Formula 1 drivers taking to the Miami Grand Prix track in life-sized LEGO cars seemed like a big game, it was essentially a major marketing push. Clips and videos of the event have exploded online, with over one million views on the various videos on the F1 YouTube channel alone – not taking TikTok or other platforms into account.
In light of the recent appearance, we thought we’d take a look back at some of the LEGO Group’s best ever ads.
6 – #KeepBuilding
The LEGO Group’s #KeepBuilding campaign was centred around empowering young girls to take charge of their own growth and use their imaginations to drive the future. It showcased young girls using LEGO to solve problems and add colour to their world, creating mazes for hamsters and testing out parachutes on mini-dolls. The heartwarming message and relatively new (at the time) focus on female LEGO builders cements this ad’s place on the list.
5 – Rebuild the World
2020’s Rebuild the World campaign isn’t great just because of this ad, but because of the various different campaign events that went into it. The LEGO Group had pop-ups taking over different areas in the real world, getting as close to life being a LEGO set as you could possibly imagine.
4 – What it is is beautiful
On the 40th anniversary of the original ‘What it is is beautiful’ advert (pictured on the left), the LEGO Group launched a redo of the campaign to support 2021’s International Women’s Day. The shift in wording moved the focus from ‘beautiful’ to more intellectual concepts like being original or imaginative, as part of a campaign in partnership with UN Women.
3 – LEGO Batman takes over Channel 4
Back in 2017 to promote the launch of The LEGO Batman Movie, Will Arnett as LEGO Batman took over Channel 4’s ad breaks, giving intros to shows. Eighteen animated intros were hown across four days in more than 40 ad breaks, capturing the classic LEGO Batman humour perfectly.
2 – Kipper
Even as early as 1981, the LEGO Group was already coming out with clever ads, offering a creative look at all the things you can make out of a box of LEGO bricks. Specifically, the advert follows a battle between a mouse which, when threatened by a cat, turns into a dog. The cat turns into a dragon and so on, highlighting that there are no limits to LEGO creativity.
1 – LEGO F1 Miami Drivers Parade
With cars made of nearly 400,000 bricks, every Formula 1 team got their own working LEGO car, built in the style of Speed Champions cars. With two drivers to each car, they took to the track and started racing – leading to bricks flying everywhere and a lot of foul play. Perhaps it’s because it’s so fresh at the time of writing, but the genuine joy that all the drivers took in it helped take this stunt from good to great.
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