Rebuild The World

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Here it is then, the LEGO's new advertising campaign, Rebuild The World.

Let us know what you make of it in the comments.

131 comments on this article

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By in United States,

???

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By in United Kingdom,

I’d kind of expect an advert about Lego to have more Lego in it... it was fun, though!

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By in United Kingdom,

So its meant to be just an advertising campaign to ty and promote creativity to a new generation of kids?

Looks a hell of alot more like a bunch of advertising execs have taken a variety of illegal substances.

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By in United Kingdom,

Well it’s a good ad, very funny and all that, but how have we reached the point where we get teaser trailers for a Lego advert?

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By in Italy,

My ideal world.

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By in United States,

Very enjoyable video to watch for sure...

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By in Canada,

I like it. It's fun recognizing Lego parts and sets in the "real world" and the switch at the end reinforced that. It really made me want that Belville bunny tho!

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By in United States,

So bizarre

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By in Hong Kong,

Does that mean we are getting a Vespa set at some point?

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By in Poland,

Can we apreciate they used real world things that have Lego set?
The blue car and Harley for example.
Lego needs to be zany more often.

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By in Switzerland,

Well that was bizarre, and a bit surreal. Thought the barber shop scene was creepy, you can spin a minifigures head round but it doesn't work so well with actual humans. But I am still wondering, what exactly are they advertising here?

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By in United Kingdom,

The part where the Caterham stops to let the ducks cross the road took me right back to LEGOLAND Billund this April where the Safari Ride didn't manage to do the same despite the best efforts of the staff yelling at the person nearest the controls... I won't show this vid to my girls in case it reminds them too.

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By in United Kingdom,

Bit Alice in Wonderland in its wackyness really...

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By in Singapore,

I love it! Such a fun video. Packed with little references to existing LEGO themes too. I like how much of it is just colorful, even random-colored objects. Some of the builds remind me of Time Cruisers, too. Like the helicopter with the palm tree for a rotor. I have every intention to incorporate similarly wacky ideas into my LEGO layout, albeit sparingly.

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By in Australia,

In the voice of Dr Evil from Austin Powers... Riiiiiight.....

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By in United Kingdom,

What is the message. That you can mix minifigure parts up? Kids have no problem doing that already.

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By in United Kingdom,

Well....... Funny for a video on youtube but the hype... Did Huw really travel to Billund for that ? It was clever, as has been said advertising its own sets as real vehicles etc, but there was no new thing for anyone to buy ? Even if it were a new range it seems a little extravagant. Its almost saying these are some things we have made, you may own some. Mix them about a bit don't buy any more sets.

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By in United Kingdom,

I now want a human-sized LEGO bow and arrow

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By in Serbia,

I have no idea why AFOL sites are covering this.

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By in Australia,

I didn't think hunting was politically correct any more...

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By in Australia,

Um.

What?

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By in United Kingdom,

Caterham set still available?

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By in United Kingdom,

Well, looks like everyone was overthinking the teaser by quite some margin. I know I was. Not a bad advert though. But generally speaking I try to avoid adverts, rather than seek them out!

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By in United States,

Guess it's not a video game then huh

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By in United Kingdom,

I do not get the hunter aspect at all. I did like the "palm tree makes a helicopter" stuff.

But, overall, it's just an ad?

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By in United Kingdom,

If LEGO made modern guns, he could have just shot it in the head at the start and would have had a nice gamey dinner.

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By in United Kingdom,

I have... legitimately no idea what I just watched o_O

Also, the part at the beginning of the town scene, where the lady was walking by and her hair kept changing? Reminded me of the old Lego Island PC game, where you could click on characters you saw and change their hair / headwear. So that was a nice little reference, if nothing else ^^

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By in Hungary,

I still don't get it.

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By in Australia,

Told ya.

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By in United Kingdom,

It's a new worldwide brand campaign about LEGO - nothing more, nothing less.

In the behind the scenes video, they call the process as Build - Unbuild - Rebuild, interesting how they avoided destroy / demolish etc.

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By in New Zealand,

What....What the heck was that? I am so confused right now...

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By in United Kingdom,

This is actually pretty cool, and it makes more sense having read the article MaffyD linked to...

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By in New Zealand,

The ad doesn’t help my second dark age. I buy a lot less Lego than I used to Lego. :-(

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By in Australia,

@CCC ... that polybag is seriously creepy, though. He's trying to shoot the rabbit with his comically-large bow and arrow ... but the minifig is actually a person in a rabbit costume?

Did they really think that one through?

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By in United Kingdom,

Applaudable ideals. Funky advert. Loads of fun.

Doesn't it need a product line to support it? Even rebranding the next wave of "classic" sets might be enough. I don't see how they really push the initiative without the products in store?

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By in United States,

Ooh! That as awesome! XD The rabbit was so cool. XD Thought, I wonder what it all means? I can’t wait to find out! :D :)

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By in United Kingdom,

OK, that was more messed up than the VIP scheme.
Spining a guy's head around? Having just watched a similar bit in Spartacus: Vengeance last night that was not something I expected to see in a kids toy advert.
And speaking of inappropriate, is that some SiN cosplay at the back of the town hall steps there? That ain't right.

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By in France,

Cool advert

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By in United States,

It’s still super weird and I still don’t understand why this is a thing ??

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By in Czech Republic,

all the visual styling of the video reminds of first Michael Jackson's music videos from 70's / 80's . pretty much same surreallistic scences.

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By in France,

I like the idea, I appreciate the purpose, and I like the format too. Don't know exactly why it all starts with rabbit chase, but overall the concept is good to me, Lego being The building toy. And I also appreciate the humour placed everywhere, as much as all the Easter eggs and set references. I have to say that I have always appreciated the fact that Lego puts humour in many of their visual supports (adds, movies, series and so on).
I have also watched an interview video on this theme of rebuild the world, with both Head administrators of TLG.

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By in United States,

Still gotta have that conflict, I guess.

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By in United States,

It’s meant to be a fun and crazy ad. That’s it. No need to look any further.

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By in Australia,

Well there you go, a masterclass in modern advertising. Lego don't need to be 'selling' a product line, they are the product. The releasing of an image of the minifigure generated 1000s of clicks and speculation with no other action (none of the site admin offered an explanation of where it came from, so I figured that there must be a big reveal coming).

And then in the past few days there's been a 'tease' to generate more interest and then a big reveal- the cost of shipping internet influencers to Billund is minuscule compared to a worldwide media launch.

I may never see that video again, but I've given countless page clicks, enjoyed it and shared it with my son, so that's the brand awareness campaign successful! Obviously it's not going to influence me to spend more money on Lego, I already do that!

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By in Austria,

Much adoe about nothing.

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By in United States,

@peterlmorris, yeah - why not just have the guy try to give the hare an award or something instead.

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By in Germany,

Ouch, that was ... bad.
A bit of joke, too, since so many of the Lego sets are now licensed themes that in no way promote creativity (i.e. taking sets apart and building something completely different). Remember back when...etc.

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By in United Kingdom,

That was bizarre - and terrible. It's more likely to put people off LEGO than win them over into buying it. It would have been better to have made the same advert but with LEGO throughout.
You can't beat this one: https://www.youtube.com/watch?v=5Y6zN960TzE

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By in Switzerland,

Was hoping for exciting twist on Fabuland theme, got an ad campaign..

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By in Netherlands,

It's clear that it is trying to promote creativity.

Car and boat "airplanes" , swapping heads/hairstyles etc.

Basicly move beyond just the instructions of sets, combine parts/themes, have fun beyond just displaying the box models.

Imagination, less realism, more fun.

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By in Ireland,

Maybe LEGO should address the rip off prices and flawed VIP scheme changes first?

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By in United States,

They missed an awesome opportunity not to have everything made out of Legos from the start,would have been less weird! (being corrected about the s in 3...2...1...) ;)

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By in Greece,

Teasing for the tease of it... Nice ad nevertheless!

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By in Hungary,

This was fun, reminded me of the 90s integrator ads.

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By in United Kingdom,

I was expecting a new theme or something.

But nevertheless I totally love this wacky advert.

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By in United States,

Someone, somewhere will be offended that at :09 there's obviously an attractive female being shown.

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By in United States,

I live in Massachusetts and even I want whatever the people in Denmark has clearly taken.

I don't get the set that's listed on her, none of this makes any sense.

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By in United States,

The Danes get way too much sun in the summer.

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By in United Kingdom,

I like the bit where the Caterham is rebuilt. It's all too easy to fall into the mindset that a set, especially a licenced set, has a 'correct' configuration. This advert reminds me of The Lego Movie in that way, as well as the idea of having an invented world where things can collide and change and behave in ways that aren't expected from their form. To me, this is a reminder that before anything else, lego is still a toy, and can be treated as such - although that's not to say there's anything wrong with treating it as a piece of art instead, if you want.

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By in United States,

Well that was disappointing...

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By in United States,

Public Service Warning kids: sometimes "pizza toppings" may sound fun to experiment with when your young, but sometimes those things will come back to haunt your days and nightmares. So please, just say no to peer pressure, and whatever these advertising execs are up to!

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By in United States,

MY BRAIN!! IT HURTS!!! RABBIT, CAR, FLYING!!

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By in Canada,

I think it's right clever, actually. It emphasizes the exact thing that makes Lego so unique and appealing: that anything and everything can be remade on a whim, without need of logic or convention. It conveys that magic without feeling like an advert for a 'product'.

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By in United States,

Message to Lego: Don’t ever do this again! If you wanna make a commercial for Lego, cool, but who puts this much time and effort into and even teasing something that ends up saying nothing? You got everyone’s hopes up and excited or at least curious about something new and then it’s like you just handed us a container of our own Legos back to us and said “try mixing these up into something else.” Nobody hypes up a commercial that has no actual product. Your better than this

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By in United States,

Nobody is going to stop buying LEGO simply because of this one crazy ad.

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By in United Kingdom,

The overall hunting theme is strange. Is that really an ideal that Lego are trying to promote? Was this created by Ted Nugent's ad company or something?

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By in Netherlands,

The guy driving that Caterham 7 had a field day, I like that car.
Fun commercial, not sure what it is supposed to be about, but what I got out of it is: have fun, build with Lego bricks, do as you like, anything goes.

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By in United States,

Madness instead of logical, congruent themes? Seems about right these days, unfortunately.

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By in Netherlands,

I enjoyed the wackiness of the video. Scrolling through all the comments here I am a bit surprised that so many people are disappointed, or dislike it, but then I did not know there was any sort of hype going on about whatever this is supposedly about!?!

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By in United Kingdom,

Trying to tease and muster up hype for what was just a brand advert seems ridiculous, I get it when they have a new showpiece set to unveil but this just annoyed me a tiny bit. I mean do they think we're that basic as to get excited over this?
Next time they do a tease they'll have to make it about something more substantial or it'll lose effect.
On the plus side it's not yet another awful piece of software their burning their cash on.
The advert if it had just come out may have got a smirk, as it was teased it got raised eyebrows

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By in United States,

trippy, i like it!

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By in United States,

A crummy commercial?! Son of a b-rick!!

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By in United Kingdom,

Weird Lego, just weird ...

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By in United States,

That’s some hard drugs right there.

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By in United Kingdom,

I guess they'll have paid an advertising agency a small fortune to come up with that garbage.

And then still had some spare cash left over it would appear for a journalists jolly in Billund.

Maybe it explains why the Star Destroyer set is £650.

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By in United States,

Weird. "Rebuild the World" would have been a great campaign for a Climate Change/ Going Green Initiative.

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By in Denmark,

It’s already airing on Danish TV channel. Just a short version of it.

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By in United States,

These comments are hilarious! Everyone who thinks this is so "trippy" or "bizarre" or that it's so inappropriate to show a head spin around...you don't get out much, do you?

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By in United States,

That screwy wabbit.

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By in Germany,

Yep, still have no clue what this is about.

A lot of references to existing sets and figures though.

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By in United Kingdom,

Wut. Umm... Ok? And the point of that was?

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By in United States,

I'm guessing most of the comments about "hard drugs" were posted by people who have never actually taken any. :)

As adverts go, I think it's fun and refreshing. To me it represents the core of what building with LEGO can be about in rather the same way The LEGO Movie did, and I appreciate the many Easter eggs sprinkled throughout. It's difficult to see what so many people are getting bent out of shape about.

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By in United States,

It is hilarious seeing AFOLs react to this. If this were an advert for a new giant pile of gray bricks with a Star Wars logo on it, there would be applause. But, mix things up and do something colorful and weird and creative, and brows get furrowed.

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By in Germany,

just imagine . . .

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By in United States,

From the LEGO Facebook:
"Rebuild the World will be a celebration of creativity and an invitation to look at the world through the eyes of a child again. If that sounds nebulous, it's because there'll be a whole bunch of different activities, events, and videos to highlight how awesome it is to rebuild the world."

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By in United Kingdom,

Errrrr........ what is this?

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By in United States,

The pitch is: “Show a story that kids make up while playing with Lego, but replace it with photorealistic items (and some hints of Lego).” Pretty fun. It’s showcasing how imaginative playing can be. A good ad campaign.

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By in United States,

That explains the odd promotional minifig that was half rabbit, half hunter.

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By in United Kingdom,

am I still high?

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By in United States,

This does remind me of TLM somehow, too.

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By in Germany,

I didn't get it.
I showed it to my kids. They didn't understand it either. They were also not the least bit impressed or even entertained. And they certainly didn't ask me to buy them some new Lego sets because of it.

I think Sir BrickHead said it best, in the voice of Dr. Evil:
Right...

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By in United States,

I was expecting an AR game but I am satisfied at this.

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By in United States,

Speaking as someone who’s turned many Lego heads around, I got a kick out of the part in the barber shop

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By in United Kingdom,

I was expecting some environmental message.

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By in United Kingdom,

is that a harley davidson that the man rides?
forgive me if there already is one, nut does this mean that a beach buggy set will turn up

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By in United States,

This is awkward to watch

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By in United States,

@The Big Legoski
To those who are disappointed by and/or don't get the ad, you should have said, "Obviously, you're not a golfer."

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By in Germany,

I just noticed the most ironic thing about the commercial: that Caterham in that exact livery is available from Decool as a direct clone of the LEGO version, albeit in that different colour scheme:
https://www.aliexpress.com/item/32803021799.html

Perhaps someone in the advertising agency had this copycat set on his desk and thought TLG would appreciate the irony...
ROFL

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By in United Kingdom,

So... We just had an advert... For an advert?

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By in New Zealand,

Cool advert. Really enjoyed it. So different from normal LEGO ads.

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By in Canada,

So just a thought when I read all these comments saying "I don't get it", "This is crazy" etc. LEGO's core function is about letting your creativity and imagination loose! The video shares the kind of unbridled imagination that kids show when they play and suddenly their inflatable raft can now fly! Why? Because kids make the rules in their own imaginations... and YOU can too! Maybe instead of building a "set" try building something totally random out of your head... and remind yourself that it doesn't have to be "Instagram-able" perfect! It's YOUR own creation and it IS what you say it is and it's awesome! Now, I'm off to build a jet-powered 3 seater lawn mower with a built-in margarita maker!

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By in United Kingdom,

Actually, I thought it was quite good - the sort of thing that would indeed be how children play. In fact, exactly how my own children play, though in their case it extends to Duplo/wooden trainset/metal cars/Playmobil all in one big mash-up universe all over the dining room floor...!

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By in Netherlands,

Indeed, this is how most of the kids I know play with Lego. And the real-life enactment of it makes it that much better to me. So while real cars don't fly, while playing they obviously can!

As for the teaser - that's how marketing departments work these days. Anything is news and exiting. Because in this world, there's gotta be news every day, multiple times a day preferably. So obviously a new ad-campaign is big news...

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By in United States,

What? That was ... creepy.

I see what they were going for but the dissonance was a bit much.

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By in United Kingdom,

Weird advert

But why has the ‘Rebuild the world minifigure’ set 40432
(which everyone was talking about, after the teaser yesterday)
suddenly disappeared from the Brickset and BrickLink databases?

Not just the set image, but the whole set page!!!
I had it on my wanted list yesterday, and it’s nowhere to be found now?

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By in United States,

Next time, don't try to expand a modular building without consulting the designer first. The detective's office looks awful!

Why am i even complaining about this? there are so many other things wrong with this Ad!!!

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By in Netherlands,

Yeah, I don't get it. Must be me!

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By in United States,

^ congrats, you're old.

(I say that having not been able to make sense of it myself, so I'm with you there)

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By in Canada,

Looks fun, but this really leaves more questions than answers.

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By in United States,

I think I understood this more before I watched the video.

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By in Australia,

What is essentially a new brand campaign doesn’t really need so much build-up (ha!) in my opinion.

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By in Canada,

If a LEGO ad falls in the woods and there’s no one around to understand it, did it make sense?

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By in Netherlands,

@ra266 I'm not that old ;) I think it's probably some AR game like Pokemon GO. Maybe bring your own builds into the real world through AR. Would be cool tho.

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By in Netherlands,

Although I (and probably most of us on this forum) am not the target audience of this commercial, it left me feeling very “meh...” or at least uninspired to go buy some more Lego.

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By in Germany,

@John Rodes: I think everyone knows about the creativity aspect. What's the point of the commercial? To remind kids that they can play with LEGO creatively?
Really sad if you have to remind them of that actually imho.

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By in Australia,

WHAT THE HELL IS THIS?????

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By in Germany,

Perhaps they should have told the ad designers that the Caterham is no longer for sale. And I really cannot see the creativity in a guy hunting a rabbit (seriously old trope) in vehicles (flying ship has never been done, right?). This feels as convoluted as the rest that the company produces right now.

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By in United Kingdom,

Newsflash. This isn't going to win back the customers that the VIP points debacle has lost them.

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By in United Kingdom,

@Raeth I’m always inspired to buy Lego with or without an advert!

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By in Germany,

@Mickitat: the LEGO version in yellow might not be available any longer, but the one I mentioned before from a well-known copycat-company still is, and even in the very livery shown in the commercial.

I am still gobsmacked by the irony of this fact :-)
I mean, seriously, why didn't they at least use the yellow one in the commercial?

Say, kids see this commercial and go "I want that car" in LEGO form.
Guess what, Decool will have many new happy customers.

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By in Netherlands,

I've no idea what the idea behind this commercial is. It's not exciting, interesting and after just 30 seconds in it kinda drags, really. I've no idea how this is going to win any kids or parents over, especially not considering how little LEGO is actually shown in the commercial.

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By in United States,

@SeekerBear...I love your dirigible. That is one thing I love about LEGO. You can follow the booklet or just do what you want. I miss the alternative builds that used to be included with the instructions.

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By in Australia,

"How do we encourage creativity with Lego?"

1960's: "Let's produce Ideas books."

1970's: "Let's put suggested alternate builds on the back of the boxes."

2019: "Let's put up a video of a flying rabbit which will hopefully go viral."

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By in Germany,

@micjs: that is because in those former times you mentioned, TLG was run by people from the family, who actually cared about the products and its customers, whereas nowadays the company policy is run by outsiders, "advisors" and marketing agencies.

"Let's bring back packaging that shows alternate build suggestions on the back of the boxes."
"No wait, let's rather put links to an app there, that will help creativity much better."

Right...
*rolleyes*

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By in United States,

What a weird commercial. I understand the intent of the imagination part of it, but that was too trippy for my preference.
I did not enjoy that LEGO commercial.

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By in Italy,

Fabuland?

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By in Canada,

Did anybody else get a "Be vewy vewy quiet..." 'vibe' watching this...seriously TLG, you have really good relations w/WB; why not 'Looney Tunes' as a line. I mean: you have both DC and Marvel, so WB AND Disney's not a stretch...

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