Lego Is For World 'Builders' In 90th Anniversary Campaign

A spot celebrating Lego's 90th anniversary argues that it “has always been innately and uniquely human to be a builder.” The 60-second ad, created in-house, expands on that thought, showing a Lego spaceship that then morphs into a real one.

The spot contrasts Legos with real events—the growth of a plant, the creation of a family—and relates that to the human instinct for love and then the rainbow flag.

The optimistic ad ends with someone creating a wheelchair ramp out of Legos as a voiceover continues, “And when we find problems, we build solutions.” The spot ends with a plea to “get building and make the world your playground.”



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