It’s that time of the year! The LEGO Group has just dropped its global holiday campaign advert, inviting families behind the secret doors of ‘The LEGO Holiday Workshop’, where the magic behind every LEGO® set comes to life – making them the perfect gifts this holiday season.
Created by Our LEGO Agency (OLA) and helmed by Michael Gracey, director of Oscar and Golden Globe nominated The Greatest Showman and Better Man, the 74-sec film follows a single 2×4 LEGO brick on an epic journey through the LEGO Holiday Workshop, meeting a cast of familiar faces and passing through a series of spectacular departments, before finally becoming a gift.
Michael Gracey, director of The LEGO Holiday Workshop, said: “I loved the concept that behind this secret door, there might be an entire world you never knew existed. And with LEGO bricks, that world really could be anything. We decided to tell the story through the eyes of one little LEGO brick, following its journey through this extraordinary workshop as it passes from one character to the next. I love that something so small connects so many iconic characters from completely different universes as they each contribute to a single creation. At its heart, it’s an idea I’ve always believed in — that there’s something incredibly joyful about making something with your own hands, but perhaps, an even greater joy in giving it to someone else.”
Set to Daft Punk’s iconic hit ‘One More Time’, the film spotlights beloved LEGO minifigures pouring all their passion into building the most joyful LEGO sets ever made, so full of joy, they’re “hard to let go” of.
Remi Marcelli, SVP Global Brand Development at the LEGO Group said: “Seeing our newly announced partnership with DAFT PUNK™ putting on such a fun twist to our Holiday Ad feels incredible. Like LEGO building, this iconic song connects generations and celebrates the power of creativity to bring people together and lose themselves in the moment. I can’t imagine a better track to kick off the LEGO Holiday season and hope the campaign sparks joy and creative excitement for families everywhere.”
Wearing their trademark helmets, the film opens with Daft Punk minifigures racing through the snow towards a tiny, glowing yellow LEGO door. Together with LEGO® F1 ACADEMY™ driver Esmee Kosterman and Yeti minifigures, they’re late for work. The door swings open and they all leap through a swirling neon portal into the LEGO Holiday Workshop where we follow the LEGO brick bouncing between the Northern Lights, Heroes, Vehicles and Music departments.
Yeti minifigures send icy blasts flying, while Thor, Doctor Doom and Mystique infuse the brick with their powers in Heroes. Moving into Vehicles, engineer minifigures and two unicorns give it race-car acceleration. Powered up, the brick zooms into Music, dancing above a Daft Punk concert as the DJ duo bring their music powers alive in a LED Pyramid stage, before disappearing into a vortex and landing inside a LEGO gift bag.
The adventure culminates in a heartwarming holiday moment as the crew reluctantly send their creations out into the world, with ET, K-Pop Demon Hunters’ Derpy Tiger, the NINJAGO Twin Titans and LEGO minifigures among those bidding it a tearful farewell. The scene switches to a festive living room, where a young girl begins to unwrap her gift. A thump at the window interrupts the moment: it’s the LEGO Workshop crew, faces squished against the glass, unable to part with their beloved bricks. As One More Time kicks back in, the crew joins the family, because sometimes the best part of gifting a LEGO set is getting to build it together.
Genevieve Hoey, senior director, global creative at Our LEGO Agency, the LEGO Group, said: “Finding the perfect gift isn’t easy. But that’s the beauty of LEGO creativity. So many worlds, so many passions, and something for everyone. The only hard part? Giving it away. Trust us, we get it. So together with incredible talents like director Michael Gracey and music legends DAFT PUNK™, we’ve brought a little extra magic to this year’s holiday season. We hope this film captures that feeling – The joy of giving, the excitement of receiving, and the temptation to keep the gift for yourself. One more time.”
Accompanying the LEGO Holiday Workshop Advert are seven short-form 15-second passion films, lifting the curtain to the workshop departments of Adventure, Discovery, Gaming, Nature, New Stories, LEGO Pokémon and Vehicles, showing a wider range of LEGO characters and products available for gifting this holiday season.
GIFT THE JOY OF LEGO BRICKS THIS HOLIDAY SEASON
It turns out the LEGO Holiday Workshop team aren’t the only ones who find LEGObricks hard to let go. New research* from the LEGO Group reveals that 24% of parents have bought a LEGO set as a gift partly because it would bring them joy too, with 19% confessing they have ended up buying a second set to keep one for themselves and 11% finding it so hard to let go they ended up keeping the LEGO set.
No judging here. We know everyone wants in on the fun, and with 89% of families wishing they spent more time playing together, gifting the joy of LEGO bricks this season is your chance to become a holiday hero. For those wanting to share the joy even more, head to the LEGO Builder app and use the Build Together feature that helps turn over 1000 compatible LEGO sets into fun family experiences, splitting the building instructions across up to 6 devices.
BRINGING THE LEGO HOLIDAY WORKSHOP TO LIFE
LEGO Brand Retail Stores have been transformed into Holiday workshops, bringing the campaign to life through a series of festive events including Pick a Brick and Build A Mini activities, Minifigure Factory experiences and opportunities to take part in LEGO #BuildToGive, building a LEGO heart that helps support children through play.
LEGO Flagship Stores in New York’s 5th Avenue and London’s Leicester Square will offer fans a glimpse behind the Holiday Workshop through an immersive storefront display packed with festive storytelling, interactive surprises and larger-than-life LEGO creativity. Visitors can watch a team of playful Yetis hard at work as they sort bricks, inspect festive builds and prepare gifts, while hidden magical moments encourage guests to engage with the busy team behind the holiday magic. As day turns to night, the displays dramatically transform, revealing a whole new side of the workshop and encouraging guests to return again and again throughout the holiday season.
Around the world, LEGO teams are excited to get creative with fans. In Japan, celebrations include a nationwide travelling Christmas ornament-building experience, a build-inspired movie starring Daisuke Sakuma, and events at LEGO® Certified Stores. Meanwhile, master builders across Australia can visit a festive LEGO holiday playground at Sydney’s Pitt Street Mall, featuring a giant brick-built Christmas tree and magical seasonal entertainment. UK families will be invited to step inside the interactive touring LEGO Giftmas Workshop. In Canada and Mexico, celebrations will include in-store Make + Take experiences and Santa Claus Parades in key cities. Across the US, fans can join holiday build nights led by Brick Specialists and use Minifigure Machines to collect vouchers for a free Minifigure at their nearest LEGO Store.
SHOP THE LEGO HOLIDAY WORKSHOP ADVERT
The LEGO Holiday collection brings the worlds seen in the Ad to life, with gifts for every kind of builder. Fans can discover all products featured at LEGO.com/shop-christmas-ad.
