LEGO is getting into the holiday spirit with a little help from some familiar faces, a legendary electronic duo, and one very busy brick. Its new Christmas campaign, The LEGO Holiday Workshop, brings together characters from across entertainment in a wonderfully chaotic adventure set to Daft Punk’s “One More Time.”
Directed by Michael Gracey (The Greatest Showman, Better Man), the 74-second film takes us behind a mysterious yellow door and into a magical LEGO workshop. And trust me, this isn’t your average Christmas toy factory.
One brick, a whole lot of stars
The adventure begins with Daft Punk’s minifigures racing through the snow before jumping into a neon-lit world. Our unlikely hero? A single LEGO brick, bouncing through different departments and collecting some rather impressive company along the way.
Thor, Doctor Doom, Mystique, and Derpy Tiger from Netflix’s KPop Demon Hunters all make appearances. There’s also E.T., LEGO F1 Academy driver Esmee Kosterman, and plenty of other familiar characters. Eventually, our little brick even finds itself at a Daft Punk concert. Not a bad day at work, really.
The whole thing is set to the duo’s 2000 hit “One More Time.” It’s a smart choice, especially considering LEGO announced a wider partnership with Daft Punk just weeks before the campaign launched. The collaboration will include products, content, and experiences, with a LEGO Ideas set inspired by the duo’s iconic 2007 Alive tour already in development.
Building memories together
There’s more to this campaign than a parade of recognizable characters, though. LEGO is making a point about bringing families together through play. According to research shared by the brand, 89% of families wish they spent more time playing together. Meanwhile, 24% of parents admit they’ve bought LEGO sets knowing they’d enjoy building them too.
That’s a pretty relatable insight. After all, who says the kids should have all the fun?
Created by LEGO’s in-house agency, Our LEGO Agency, alongside Copenhagen-based Keep It Stupid Simple, the campaign also extends into LEGO stores. Festive activities include Pick a Brick, Build A Mini, and the Minifigure Factory.
It’s a lively mix of nostalgia, pop culture, and good old-fashioned imagination. And if this is what happens when you give one little brick a starring role, I wouldn’t mind seeing the sequel.
That’s a campaign that really knows how to put the pieces together. – Julian Vega
