Overview

• The newly released two-minute spot shows Holland snapping two bricks together and shifting into personas including a footballer, an inventor, a minifigure, and an uptight boss.
• Developed in-house by OLA and directed by Los Peréz through Biscuit Filmworks, the ad features oversized brick-built props and a soundtrack of AC/DC’s High Voltage.
• Holland is introduced as Lego’s newest Playmaker, with his brothers Sam and Harry making on-screen cameos.
• A Lego survey of 20,000 parents and children in 10 countries reports 44% of kids feel pressured to grow up, 48% have dropped play labeled childish, and 24% are told it is uncool.
• The campaign rolls out as Lego reports first-half 2025 sales up 12% to a record $5.4 billion, outpacing an approximately 7% recovery in the global toy market.