It’s the first time a celebrity has been featured in one of Lego’s Christmas campaigns.
Lego has gone all out for its festive campaign. Rather than picture-perfect shots of snow, festive feasts and open fires, its shows a group of kids delivering presents on a giant vehicle of their design. Riding atop is pop star Katy Perry, who belts out her hit Firework during the journey.
Lego said it’s “the biggest and most playful” festive marketing push to date for the brand.
“At the Lego Group, children are our role models – they inspire us with their creativity, curiosity and imagination, so who better to turn to for our holiday campaign?” said Julia Goldin, chief product and marketing officer. “Our new campaign is a celebration of the creative power and optimism that children possess. They see endless possibilities for play and show us the difference play can make to the world as they rebuild it for the better. We want to inspire people of all ages to prioritize play over perfection and unleash a childlike joy this holiday season.”
<!– inArticleBlock –>
It was developed by the creative team from the Lego Agency, and will run across TV, digital, out-of-home (OOH), social and e-commerce, and in stores across 35 markets. Direction and production were by Traktor, and post-production was handled by The Mill.