Lego's TVC invites families behind the secret doors of ‘The Lego Holiday Workshop’, where the magic behind every Lego set comes to life (Image supplied)
Set to Daft Punk’s iconic hit One More Time, the film spotlights beloved Lego minifigures pouring all their passion into building the most joyful LEGO sets ever made, so full of joy, they’re “hard to let go” of.
Wearing their trademark helmets, the film opens with Daft Punk minifigures racing through the snow towards a tiny, glowing yellow Lego door.
Together with Lego F1 Academy driver Esmee Kosterman and Yeti minifigures, they’re late for work.
The door swings open and they all leap through a swirling neon portal into the Lego Holiday Workshop where we follow the Lego brick bouncing between the Northern Lights, Heroes, Vehicles and Music departments.
Yeti minifigures send icy blasts flying, while Thor, Doctor Doom and Mystique infuse the brick with their powers in Heroes.
Moving into Vehicles, engineer minifigures and two unicorns give it race-car acceleration.
Powered up, the brick zooms into Music, dancing above a Daft Punk concert as the DJ duo bring their music powers to life on an LED Pyramid stage, before disappearing into a vortex and landing inside a Lego gift bag.
The adventure culminates in a heartwarming holiday moment as the crew reluctantly send their creations out into the world, with ET, K-Pop Demon Hunters’ Derpy Tiger, the NINJAGO Twin Titans and Lego minifigures among those bidding it a tearful farewell.
The scene switches to a festive living room, where a young girl begins to unwrap her gift.
A thump at the window interrupts the moment: it’s the Lego Workshop crew, faces squished against the glass, unable to part with their beloved bricks.
As One More Time kicks back in, the crew joins the family, because sometimes the best part of gifting a LEGO set is getting to build it together.
The TVC was created by the Lego Agency (OLA) and helmed by Michael Gracey, director of Oscar and Golden Globe nominated The Greatest Showman and Better Man.
Through the eyes of one little Lego brick
“I loved the concept that behind this secret door, there might be an entire world you never knew existed. And with Lego bricks, that world really could be anything,” says Michael Gracey, director of The Lego Holiday Workshop.
He adds, “We decided to tell the story through the eyes of one little Lego brick, following its journey through this extraordinary workshop as it passes from one character to the next.
“I love that something so small connects so many iconic characters from completely different universes as they each contribute to a single creation.”
He says that at its heart, it’s an idea he has always believed in — “that there’s something incredibly joyful about making something with your own hands, but perhaps, an even greater joy in giving it to someone else."
Iconic song
Remi Marcelli, SVP global brand development at the LEGO Group, says, “Seeing our newly announced partnership with Daft Punk putting on such a fun twist to our Holiday Ad feels incredible.
“Like Lego building, this iconic song connects generations and celebrates the power of creativity to bring people together and lose themselves in the moment. I can’t imagine a better track to kick off the Lego Holiday season and hope the campaign sparks joy and creative excitement for families everywhere.”
Something for everyone
Genevieve Hoey, senior director, global creative at Our Lego Agency, the Lego Group, says, “Finding the perfect gift isn’t easy. But that’s the beauty of Lego creativity. So many worlds, so many passions, and something for everyone.
“The only hard part? Giving it away. Trust us, we get it. So together with incredible talents like director Michael Gracey and music legends Daft Punk, we’ve brought a little extra magic to this year’s holiday season. We hope this film captures that feeling - The joy of giving, the excitement of receiving, and the temptation to keep the gift for yourself. One more time.”
Accompanying the Lego Holiday Workshop Advert are six short-form 15-second passion films, lifting the curtain to the workshop departments of Adventure, Discovery, Gaming, Nature, New Stories and Vehicles, showing a wider range of LEGO characters and products available for gifting this holiday season.
Lego Holiday Workshop
In South Africa, families can step inside the Lego Holiday Workshop at Eastgate Shopping Centre in Johannesburg, where children become official Workshop Helpers through a series of interactive festive activities.
Young builders can create Lego ornaments for the Workshop tree, check their festive wish lists through the Elves’ List Checker, transform themselves into a Minifigure for a playful photo moment and collect stamps along the way to become a Certified Workshop Helper.
The experience will also feature a dedicated Lego retail space, bringing play, creativity and festive gifting together under one roof.
