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The festive season is almost upon us – which means it’s time for advertisers to up their budgets and start producing shiny snow-covered campaigns again. This Christmas Marc Lewis, the highly-revered creative mind who leads the School of Communications Arts London, will review (in his opinion) the merits of some of the biggest brands' seasonal spots with a creative eye, separating the Christmas crackers from the turkeys.

Finally, a good Christmas commercial to review. To be fair, it would take a level of ineptitude ordinarily reserved for Brexit negotiations to mess up an ad for Lego. It is such a brilliant brand, with such strong positioning and purpose.

The big idea is that Lego 'fuels imagination'. There is nothing new in this concept; Lego has been consistently telling audiences this for years and years. If it isn’t broken, don’t fix it. (Brand managers, take note.)

The commercial is beautifully-crafted and very well cast, with a great soundtrack too, Johan Strauss II's The Blue Danube.

But this is just the start of the campaign. Lego has connected the bricks and delivered a whole set of toys this Christmas. It has invested very heavily in search, connecting kid’s interests in all things (cars, rockets, football, etc) to Lego landing pages. It's even created a Facebook bot and an AR filter.

Does it surprise anyone that this joined up, confident, insightful thinking comes directly from the client and not from ad land? 

Score out of 5? 

4

Keep up with The Drum's 2018 Christmas coverage here.