Christmas campaign kicks off this Saturday during the prime-time TV spot The X Factor.
The campaign, titled Give the Gift of Imagination, features children receiving a wrapped gift box. On giving it a quick shake they immediately know it’s Lego, and start talking about what they think they will build when they can finally open the gift.
In addition to The X Factor, the advert will feature in ad breaks of other prime time TV shows including I’m a Celebrity Get Me Out of Here, Emmerdale, Coronation Street and Ninja Warriors. The campaign also hits Central London in the form of digital outdoor sites in Piccadilly Circus, Oxford Circus and Leicester Square.
To connect with digital audiences, the The Gift of Imagination will be featuring on platforms including You Tube, Facebook, Snapchat and Amazon video buys.
Marius Lang, head of UK marketing – senior director marketing UK/Ireland, commented: “With this year’s Lego Christmas campaign, Give the Gift of Imagination, we celebrate the imagination and creativity of children. The gift of Lego this Christmas can lead to endless possibilities – one shake of a box is enough to inspire creativity and imagination that only Lego play can bring to life.”