Thank you for being a blazing ray of sunshine in a blizzard of yuletide dross:
Thank you for succinctly encapsulating possibly the biggest emotional benefit of the category at this time of year in particular (i.e. playing together) in a modern and contemporary way.
Thank you for appealing to multiple targets without seeming bland and generic.
(Sainsbury’s have also done this masterfully with their new Live Well for Less campaign where Mum – who is ultimately the one with the primary brand relationship – doesn’t feature until the very end)
Thank you, Lego, for choosing a voice over man who sounds a little bit like Johnny Cash…at the beginning anyway.
Thank you for showing that the environment is on your radar with “that windmill thingy” without coming across as worthy, judgemental or smug.
Thank you for avoiding the perennial Christmas-ad pitfall of putting Dad in a Santa suit, covering everything with fake snow and dangling twinkly baubles / miscellaneous festive tat from every appropriate appendage.
And finally thank you for being the antithesis of:
No doubt Modern Warfare 3 is graphically amazing and there are disused factories that you can only access if your heavily armed and ripped avatar knows where the decoder is…
…And you could probably even bond with your Dad as you unleash round after round of bullets into groups of nefarious terrorists.
But it’s not bonding in the same (good) way.
Not with the sense of shared satisfaction and human pleasure you’d get from a Lego edifice.
Thanks again Lego.