Lego’s first global festive campaign shows how its bricks can transport people of all ages into an imaginary world.

Lego’s new advertising campaign is supported by the tagline ‘This is not a brick. It’s their wildest wishes’, underscoring the idea that there’s a Lego set for everyone. This ethos is brought to life in the advert, set to the sound of Johan Strauss II’s The Blue Danube, which depicts kids’ unwrapping Lego gifts before being transported into their own fantastical worlds.

Created in-house by the brand, the colourful, action movie-esque film features scenes encompassing a variety of interests from Star Wars to police cars, dinosaurs to animals.

The ad will hit UK TV screens today (5th November), accompanied by an extensive search strategy which will see ‘passion point’ landing pages introduced on Lego.com to drive a link between kids’ interests and Lego’s collection.

A Facebook chatbot called Ralph and an AR filter will also be available for children and their parents to play around with in the run-up to Christmas.

While this is the first time Lego has taken its Christmas marketing global, last year it marked its first UK TV debut in four years with a seasonal spot similarly themed around ‘giving the gift of imagination’.

To safeguard the future of its business, it’s teamed up with Amazon to work on its ‘voice’ strategy, bringing several Alexa skills to the Echo for its pre-school Duplo blocks and allowing parents to access voice-guided instructions for toddlers as well as stories and audio prompts that guide physical play.