The new commercial cost a lot for the danish company.
Danish brick maker Lego has announced the "largest and most playful" ad campaign in its history. On the eve of the Christmas season, the company invited Katy Perry to star in its video.
In years past, Lego has traditionally presented ads with perfect winter scenery and photo cards of children opening their presents in front of a fireplace, then. This time the main character of the campaign was Katy Perry performing her hit Firework.
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.
The new ad campaign is a celebration of the creative power and optimism that children have, she says, “seeing the endless possibilities for play and showing us how play can change the world for the better.”
Developed by the creative team of the Lego agency, the video will be broadcast on television, social networks, as well as outdoor advertising and in shopping centers in 35 countries around the world.