Lego's Epic, Play-Along Superhero Ad Gives Marvel a Run for Its Money

The toymaker's in-house agency boss says global integrated push is built for 'effectiveness'

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A team of fresh-faced superheroes assemble, united by a single mission. As they advance toward their end goal, they battle obstacles with some moral support from Groot, before thwarting a villain and coming face to face with their mysterious boss, Jane Lynch, in a dramatic final summit.

No, this isn’t the new Marvel movie. It’s Lego’s latest ad: an epic 5-minute spot that celebrates the heroes that can emerge in a world that’s forgotten how to play.

Kids,

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