Announcing! Brandweek is headed to Phoenix, Arizona this September 23–26. Join us there to explore the future of marketing, discover cutting-edge strategies and network with the best in the business.
It's not like Lego hasn't done great ads with girls over the years. In fact, it was ahead of its time. (Everyone has seen the famous "What It Is Is Beautiful" print ad from 1981 by now.) But lately, the brand has let toy rivals like GoldieBlox lead the way in messages of girl empowerment.
Lego retakes that space with confidence, though, in the 60-second spot below from Union Made Creative and director Brigg Bloomquist—a lovely meditation on moms and daughters and the independence that both inspires and is reinforced by imaginative play.