Elves: the official trailer

I can't wait till these sets hit the shelves in the Netherlands. I'm not a fan of the theme itself, but the parts used in these sets are extremely good for MOC building.

It's a nice advert and all that.... but where's the product? What are you buying? Kids will have little / no idea (they'll think its a cartoon) and parents will know it's something to do with Lego.. but what? A new film? A game?
It relies on parents seeing the advert and THEN seeing the sets in store and THEN making the connection.
Why not end the advert with kids playing out the scenes that have just been shown but with the real sets?

It looks like Captain Planet from 25 years ago. And the music is too loud, I can barely hear what they say.
LEGO, stick to the sets :)

I LIKE a little minifig-on-minifig violence myself, but this appears to be marketed to girls, so I guess it is unneeded. Unless, of course, there is a "Brick Friday" at the Heartlake Mall, some fisticuffs may be inevitable...

COME ON! This is fantastic! I will definitely get all the sets - I love (appreciate) the clever marketing via the mini film and character sketches - it provides a storyline to connect all the sets - so you can't buy just one - you have to buy all of them to get Emily home!!! Perfect marketing (which is to say subtle manipulation for kids to have to get them all). And as SPRYTOSE says, great parts for MOCS.
Maybe we'll get an ongoing series or a feature film?

The animation is horrible, even for an advert. And there is no sense of what is being advertised (TV show? toys? movie? game?).

Haters gonna hate. The promo features many of the sets. The music wasn't too loud. The clip ends with the wed address to the Elves site where films can learn more about the products.

And I think I remember from the Ninjago cartoon, there were problems airing it in England due to strick laws about how toys are marketed towards children? It couldn't be too obvious or something?

We're I will agree the animation teeters on old-school anime, I'm looking forward to seeing more. The story and toys seem solid, so that will make up for the animation in my opinion.

As much as I love the Elves sets I think I'm going to be best avoiding this show. I am a massive fan of good animation and this looks cheap and nasty purely in terms of the animation, which is a shame because the design looks fairly good, and the soundtrack fits it nicely, nothing off-putting about the voice acting, but if that is the final animation, it looks worse than a lot of web animations.

This has actually been up on LEGO.com for a while. I'm really impressed with the voice acting, music, story, and animation. True, the animation isn't flawless, but it still has a lot of personality, and I appreciate that it has a style that is all its own.

A week and a half ago LEGO actually inadvertently posted the full 22-minute webisode that this trailer is cut from. They took it down after just a few hours, but I was able to watch it while it was up and I was very, very impressed! I can't wait until it's released "for real"!

Glad Brickset has been so receptive to this theme!

The animation is horrible, looks like they're missing in-between animation frames, giving it a more jittery look.

@ericjohn There's no reason for it to look that way when everything is done digitally now adays. Back in the day, yeah old school anime like Starblazers and such were limited with what they could do.

This is just lazy execution.

Nice trailer--the choppy animation gives it an old-school charm, but I think it is a little exaggerated in some scenes. They could have evoked that kind of anime vibe (a la Earth's Mightiest Heroes or something) without making the skipped frames effect quite so jarring.

Also, I agree with the above comments that if I didn't already know this was an ad for toys and a tie-in animation, the LEGO logo at the end would have baffled me.

Oh, and spoiler alert: they find all the keys! In the trailer?!

I will likely skip the show, but the theme still seems solid.

I really dislike that the 'style' is being compared to 'old school anime' - that old school anime is only jumpy like this because of cheap editing done while translating, if you go back to the original Japanese versions those jumpy bits are far less pronounced. This just looks like poor animation to me and not a style choice at all.

So good it makes me want to see the rest of the story rather than the sets. too good.

Hmmm... I do think the animation is a bit choppy and generic-looking. The music is a little too loud, and sometimes drowns out the voices, but for a trailer, that's forgivable. I think they could do better (in all aspects of the theme; here's hoping that if the theme continues on, it starts to "find its niche," so to say; I still can't help but feel the theme would be better if it weren't marketed towards a specific audience).

@ Yooha.
Actually, Captain Planet had more than one guy in it... :P

Seems really interesting, which only fuels my interests in this theme even more.

I'm pretty sure the voice of the fire elf Azari is the voice of My Little Pony's Rainbow Dash, Ashleigh Ball. Yes, we are a Brony household as well as Scooby Doo. I got a closer look at the sets in the store there are a lot of great pieces in them even if you don't like the sets. I'll be picking up a couple for my new born daughter for when she gets older.

@Clan Stonebraker: Actually, Naida and Azari are both voiced by Erin Mathews, who voiced Little Strongheart in "Over a Barrel". But Emily, Emily's mother, Aira, and Skyra are all voiced by Ashleigh Ball!

"Brickset Towers"??? Is your server farm really that large to accommodate all the great information on this site?

Uh, Ellie Phillips?

They Sound like the ponies from "MY LITTLE PONY" (the fire elf girl sounds like Rainbow Dash for example)
That's weird... :O