Lego Shocks 11-Year-Old Boy by Sending Him Discontinued Train Set He'd Always Wanted Hidden camera captures young fan's thrilled reaction as his dream comes true
A heartwarming story of a boy who scrimped and saved to buy Legos has gone viral just in time for Christmas. James Groccia, an 11-year-old from Massachusetts with Asperger syndrome, saved all his money for two years to buy the Lego Emerald Night Train set, only to find it had been discontinued. So, he wrote to Lego. First, they sent a nice, corporate-sounding apology letter. Then, a few days before his birthday, a package arrived containing the discontinued set with a sweet letter commending his will power and even suggesting someday he might work at Lego. His parents hid a camera to catch James's reaction when he opened the package. The resulting video—titled "Why LEGO is the BEST Company in the World!"—became a hit. And Lego is getting oodles of great publicity for the cost of a single Emerald Night Train set. Of course, the more important part is that they made one boy unbelievably happy.
- Embattled P&G CEO Out, Replaced by Predecessor
- The Guardian to Consolidate Web Properties Under One Domain
- JCPenney One of 10 Brands Predicted to Die in Next Year
- Are You Young and Male? Discovery Says This TestTube's for You
- NSA Media Creates Alliance With Wishabi
- Dwell Media Hires New Head of Digital From Yahoo
- FTC May Not Be Done With Google Yet
- Top Digital Publishers Praise Yahoo's Tumblr Deal
- Rapture-Palooza Star Anna Kendrick Is Addicted to Reddit
- JCPenney One of 10 Brands Predicted to Die in Next Year
- Atlanta's Most Infamous Stripper Pimps Charity Advertising Contest
- Microsoft Humiliates Siri in Biting Parody of Apple's iPad Ads
- Jell-O Hijacks Twitter's Profane #FML Hashtag, Changes It to Mean 'Fun My Life'
- Ad of the Day: Dodge
- Time.com Is on a Hiring Spree
- Ad of the Day: Coca-Cola
AdFreak is your daily blog of the best and worst of creativity in advertising, media, marketing and design. Follow us as we celebrate (and skewer) the latest, greatest, quirkiest and freakiest commercials, promos, trailers, posters, billboards, logos and package designs around. Edited by Adweek's Tim Nudd. Updated every weekday, with a weekly recap on Saturdays.


Email
Print







