Lego Turned Kids’ Playtime Ideas Into a Blockbuster Movie Trailer

Get ready for action, song and flying fish

Children play with the Lego City Police set and imagine a movie called Police Crimes
Children playing with Lego City Police sets helped write an epic story of cops and robbers. Lego
Headshot of David Griner

There’s been a bank robbery, and the thief is armed. With a titanium fish!

Lego’s newest ad, designed for vertical formats like Instagram, is a blockbuster movie trailer made up entirely of ideas proposed by kids while playing with a Lego City Police set.

What begins as an explosive, high-stakes robbery quickly turns into a battle of wits, song and helicopters.

I, for one, am looking forward to seeing Police Crimes in theaters soon. Or maybe it’ll be called Jewel Robbers? Or the more tantalizing title option: The Robbers Try to Steal the Bank, But Do They?!

While Lego hasn’t released any production details for the ad, which debuted on Instagram, the spot seems to have been created in-house by The Lego Agency. That team recently partnered with French agency BETC for the brand’s first global campaign in decades, though BETC tells Adweek it wasn’t involved in the Lego City Police spot.

Bringing children’s ideas to life certainly isn’t a new idea in advertising, though it is one of the few concepts that never feels too exhaustively overused—perhaps because pulling it off effectively takes serious production chops.

Way back in 2012, Sony Mobile tapped Wes Anderson to create an ad based on how an 8-year-old envisioned the inner workings of the Xperia smartphone:

My favorite example is actually not an ad per se, but rather a video from Bored Shorts TV back in 2012. “Salesman” perfectly brings a child’s storytelling to life:

But children don’t have the monopoly on creating fun, stream-of-consciousness ideas behind epic ads. Droga5 spent years creating Johnsonville ads in which real employees pitched their own ad ideas, which the creative team brought to life as the workers voiced their ideas:

@griner David Griner is creative and innovation editor at Adweek and host of Adweek's podcast, "Yeah, That's Probably an Ad."