This year LEGO Australia will move away from its traditional product led communications at Christmas with a new television ad produced by agency Ensemble.

This is the first time a local TV commercial has been created for a LEGO Christmas campaign in Australia.

The new campaign carries the theme “Build Your LEGO Christmas” and is designed to be a brand campaign that leverages the memories of playing with LEGO for broader age groups, as well as highlighting the play factor for today’s kids. The new work will run in Australia and New Zealand.

Ensemble has written and produced a 45-second TVC to lead the campaign and tells the story of a young boy looking for the ideal decoration for the top of the Christmas tree. The problem is finally solved when his sister builds a large star made of LEGO bricks and places it on top of the tree to surprise her brother.

“The Build Your LEGO Christmas TVC is a change in direction from our traditional product and theme specific Christmas messaging of previous years,” said Troy Taylor, LEGO marketing director. “LEGO carries very high levels of awareness and good will among people of all age groups and the new TVC is designed to evoke a sense of nostalgia and remind people of the value LEGO can bring to families at Christmas through the joy of building.”

The television work will be complemented by out-of-home in Westfield shopping centers across the country. The Build Your LEGO Christmas campaign will later introduce a large scale activation and social media elements, to be announced in the near future.