• by Fern Siegel , Yesterday

Galacticoaster, Legoland's newest high-tech ride, is the subject of “Calling All Heroes.”  The spot is up through the end of March, with additional activations planned throughout the year. The ride is offered at Legoland Florida and Legoland California Resorts.

Adam&eve\TBWA produced the 15-, 30- and 60-second versions, which run on online video, connected TV, radio, social and out-of-home channels. Matt Gay, executive creative director at adam&eve\TBWA, called the assignment “an absolute belter of a brief and so much fun to create.” 

The commercial features 8-year-old Jenny and a Legoland engineer trying to save the resorts from an out-of-control asteroid. Gary Freedman of MJZ directed.

OMD led campaign media planning and buying.

Client Merlin’s invested $90 million in the space-themed attraction. Riders can design their own spacecraft using Lego elements, resulting in more than 625 unique spacecraft combinations. Customers then board the vehicle, facing the asteroid of probable destruction en route to saving Legoland. 

Toby Horry, SVP of global marketing at Merlin Entertainments, added: “The campaign captures the exhilaration of blasting through space on our newest indoor family coaster, while showcasing one of the ride’s most unique features — the chance for every young space explorer to design their very own spacecraft. It’s a perfect example of how families get to build bigger together at Legoland Resorts.”

The agency's creative work also includes Columbia Sportswear, Disney, Quorn and Volkswagon.