Lego’s Christmas advert tells the children of the world to ditch their tablets and phones in favour of playing with real, tactile toys instead.
The short film tells the story of 12-year-old Eddie who has forgotten the magic of play and prefers the solitude of his room over the joy of family fun this holiday season.
However, his younger sister has other plans. With a click of a LEGO brick, she brings to life the mischievous Cataclaws and a mass of LEGO minifigures to bring Eddie back to his family.
Their strategy? A cheerful remix of Lionel Richie’s timeless classic ‘Hello’. The brand-new LEGO Holiday Choir reimagines the iconic 1984 power ballad with a playful twist, asking the world, “Is it play you’re looking for?”.
The Choir is a vibrant ensemble of hundreds of minifigures representing the full breadth of the LEGO Group’s universe, featuring fan favourites such as Darth Vader, Spider-Man, Hulk, Glinda, Elphaba and event Hot Dog Guy.
Together, they remind Eddie – and all of us – that when we miss out on play we also miss the chance to build family bonds and create unforgettable memories that last a lifetime.
Directed by award-winning director Steve Ayson and produced by LEGO Agency, in partnership with the LEGO Global Brand Development Team, the short film showcases the creativity of five builders who used over 97,000 LEGO bricks to construct the main stage, complete with a train station, smoke dragons, and disco helicopters. The animation studio beEpic brought to life over 220 individual LEGO minifigures and 27 vehicles, with music finely tuned by Walker Studios.
Nic Taylor, SVP and head of our LEGO Agency said: “This holiday season, we’re inviting families to dive into a world of imagination and fun! Our LEGO Holiday Choir is here to remind everyone about celebrating the joy of play and the magic that happens when we come together. We hope families jump into the world of play, where laughter is the soundtrack and imagination knows no bounds, to create unforgettable experiences together.”
Remi Marcelli, SVP global brand development from the LEGO Group said: “With our playful twist on a classic tune we’re asking families, ‘Is it play you’re looking for?’ This campaign is a celebration of the joy and connection that play brings. We hope to inspire families everywhere to embrace their creativity and share special moments that will last a lifetime.”
Campaign Credits
LEGO Global Brand Team
SVP, Global Brand Development: Remi Marcelli
Senior Global Brand Director: Tracie Chiarella
Senior Global Brand Manager: Jasmin Brennan
Brand Specialist: Ted Bainsfair
Senior Campaign Operations: Ashley Baker
Our LEGO Agency
SVP and Head of Our LEGO Agency: Nicole Taylor
VP Global Creative: Carlo Cavallone
Global Creative Director: Genevieve Hoey
Creative: Julie Koch
Creative: Thomas Borghus
Creative: Hannah Craig
Creative: Martin Peterson
ACD: Heidi Bennett
ACD: Ekaterina Kashalapov
Design Lead: Anas Sarraj
Design Lead: Claus Christiansen
Design: Mathew Boyle
Design: April Dai
Senior Business Director: Dan Worrell
Senior Business Partner: Keely Gibsone
Senior Project Lead: Samantha Pearson
Director Masterbrand Strategy: Rebecca Price
Senior Manager, Comms Strategy: Mani Sian
Shopper Strategy, Peter Batchelor
Global Head of Production: Paulina Embart
Agency Senior Producer: Elaine Lee
Producer: Melanie Nogueira
LEGO Builds: Brick Based Marketing Solutions
3D Design: Ventsislav Ivanov Karov
3D Design: Petr Šabatka
3D Design: Marek Vašíček
3D Design: Jana Černá
Project Manager: Kateřina Kvapilová
Senior Engineering Manager: Libor Udržal
External Partners
Creative Agency: Keep It Stupid Simple
Creative Director: Lars Jorgensen
Creative Director: Martin Ginsborg
Creative Partner: Droga5 Dublin
Director – Steve Ayson
Cinematographer – Christophe Collette
Production Company – Zauberberg Productions
Managing Partner – Andrea Roman-Perse, Frank Siegl
Executive Producer – Frank Siegl, Mikaela Gannon
Animation Director VFX – Marta Carbonell Amela
Line Producer – Nina Klein
Producer / Post Producer – Nina Icks
1st AD – Lucas Adamson
Service Production Company – Unit+Sofa
Service Executive Producer – Vero Hajkova
Service Line Producer – Jan Hlava
Service Production Manager – Robert Zapletal
Post Production Company – Zauberberg Productions
Editor (Main) – Ben Campbell (The Quarry)
Editor (Mini Stories + Supercut) – Kai Kniepkamp (SEC)
Colour Grading (Main) – Greg Fisher + Dom Phibbs (Company 3)
Colour Grading (Mini Stories, Auditions + Supercut) – Florian Metzner
VFX Company – bEpic
VFX producer – Lion Graf, Moritz Bunk
VFX supervisor – Bastian Konradt
Music, Final Mix & Sound Design – Walker
Managing Director – Sara Matarazzo
Executive Producer – Dottie Scharr
Junior Producer – Caroline May
Mix Engineer + Sound Designer – Jacob Brody
Mix Engineer + Sound Designer (Ministories) – Ignacio Zas
Composer – Adam Podd
