Lego's Holiday Snowball Fight Ad Continues Superpower Focus

Nic Taylor, head of Our Lego Agency, discusses the strategy behind the latest campaign promoting play

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Iconic toy brand Lego’s global campaign for the holidays this year continues its superhero theme to promote the “Play Is Your Superpower” platform as the company encourages prioritizing play in children’s lives.

The 30-second film is the latest in a three-part campaign; the six children from the first ad join forces with a neighborhood of kids and adults for a snowball fight of epic proportions.

It aims to highlight the skills that children can learn through play to take them forward in their lives, including building creativity, confidence and problem-solving abilities while forging friendships through adventure.



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