The LEGO Group has unveiled its global holiday campaign, inviting families behind the doors of The LEGO Holiday Workshop in a new advert set to Daft Punk’s “One More Time.”
“Seeing our newly announced partnership with Daft Punk putting on such a fun twist to our holiday ad feels incredible,” says Remi Marcelli, Senior Vice President of Global Brand Development at The LEGO Group. “Like building, this iconic song connects generations and celebrates the power of creativity to bring people together and lose themselves in the moment.”
Directed by Michael Gracey, the 74-second film follows a single 2×4 LEGO brick on a journey through the workshop. Along the way, it encounters characters from across the LEGO universe, including Daft Punk, E.T. the Extra-Terrestrial, K-Pop Demon Hunters, Thor, Doctor Doom, the NINJAGO Twin Titans, and more iconic characters.
“I loved the concept that behind this secret door, there might be an entire world you never knew existed,” shares Gracey. “And with LEGO bricks, that world really could be anything. We decided to tell the story through the eyes of one little LEGO brick, following its journey through this extraordinary workshop as it passes from one character to the next.”
The brick travels through several workshop departments, including Northern Lights, Heroes, Vehicles, and Music, before becoming a gift. The adventure ends with a young girl beginning to unwrap her present, only for the workshop crew to appear at her window, reluctant to part with the creation. The characters ultimately join the family to build together.
“I love that something so small connects so many iconic characters from completely different universes as they each contribute to a single creation,” Gracey adds. “At its heart, it’s an idea I’ve always believed in — that there’s something incredibly joyful about making something with your own hands, but perhaps, an even greater joy in giving it to someone else.”
The campaign also includes seven 15-second films highlighting the Adventure, Discovery, Gaming, Nature, New Stories, LEGO Pokémon, and Vehicles departments.
“Finding the perfect gift isn’t easy,” says Genevieve Hoey, Senior Director, Global Creative at Our LEGO Agency, The LEGO Group. “But that’s the beauty of LEGO creativity. So many worlds, so many passions, and something for everyone. … We hope this film captures that feeling — the joy of giving, the excitement of receiving, and the temptation to keep the gift for yourself. One more time.”
The LEGO Group is supporting the campaign with new research about family play and gift-giving. According to the company, 89% of families wish they spent more time playing together, while 24% of parents have purchased a LEGO set as a gift partly because they would enjoy it, too. The research also found that 19% of parents have bought a second set to keep for themselves, and 11% have kept a set rather than giving it away.
LEGO Brand Retail Stores worldwide have also been transformed into holiday workshops, with seasonal activities including Pick a Brick, Build A Mini, Minifigure Factory experiences, and LEGO #BuildToGive. The initiative invites participants to build a LEGO heart to help support children through play.
The LEGO flagship stores on Fifth Avenue in New York and Leicester Square in London feature immersive storefront displays with workshop scenes, interactive surprises, and larger-than-life LEGO builds. Additional holiday activations are planned in markets around the world, including Japan, Australia, the U.K., Canada, Mexico, and the U.S.
Fans can shop products featured in the advert through the LEGO Holiday collection at lego.com.
