Lego’s Christmas ad features Daft Punk and Doctor Doom

The battle of the Christmas ads has been joined by a new challenger, as Lego’s latest TV and online advert features K-Pop Demon Hunters and E.T.

John Lewis, Aldi, and other big stores are constantly trying to outdo each other when it comes to Christmas ads, but lots of individual companies also have their own special adverts for the festive season.

For obvious reasons, the gift-giving period is a very important time for Lego, especially as it has so many sets now for adults, as well as just children. That’s reflected in the ad, which features everything from Marvel superheroes to the F1 Academy.

Taking centre stage is Daft Punk, with who Lego recently announced a series of collaborations, although the Pyramid Stage set you can see in the background isn’t expected to be out until next year.

The ad was overseen by The Greatest Showman and Better Man director Michael Gracey and features Daft Punk’s 2000 hit One More Time.

To prove that modern Lego is more than just a gift for children, Lego has commissioned research that shows that 24% of parents have bought a Lego set as a present partly because they thought they’d enjoy it too.

19% said they ended up buying a second set at the same time, to build on their own, while 11% admitted that they bought a present, intending to give it to someone else, and then just kept it for themselves.

Lego has also shared the statistic that 89% of families wish they could spend more time playing together, which is why many Lego sets now come with a graphic on the box, showing that they can be built communally with other people.

Taking that logic a step further, the Lego Builder app, which can be used instead of the traditional instruction book, can automatically turn over 1,000 Lego sets into co-operative experiences, splitting up the instructions across up to six mobile devices – depending on how big the set is.

So if you’re building one of the really big ones, you can have a whole group of friends and family working away on their own parts, ready to put everything together at the end.

If you’re wondering where exactly all the minifigures and sets are from, they’re all listed in the Christmas section of Lego’s website.

Lego stores will also feature elements from the ad over Christmas, with special seasonal Pick a Brick and Build a Mini activities, Minifigure Factories, and the Lego #BuildToGive initiative.

The giant Lego store in London’s Leicester Square will have a unique interactive storefront involving Yetis, Christmas gifts, and a transforming display for when it gets dark in the evening.  There’ll also be a touring Lego Giftmas Workshop, for those that can’t make it to London.

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