Lego reconnects with core audience after AI outing

Following a mixed reception to its AI bricks, Lego is back in familiar territory with its preschool launch film.

‘Dad + Olive’, created in-house with Stink and OLA London team including Paddy Thunder, shows a father-daughter duo in chaotic play. Ducks, aliens, building, and even a timely poo gag feature.

The ad is meant to highlight the journey from Duplo at 1½ to 4+ sets, inspiring parents to join imaginative builds. 

Our take

Compared to Lego's global creativity pushes like ‘Rebuild the World’ this UK-focused spot is back in familiar territory, privileging relatable domestic humour over abstract wonder.

The cheeky authenticity puts a tender and realistic bent on your typical parenting ‘drudgery-to-joy’ trends, using literal toilet humour to make preschool play relatable for carers.

I also liked the messy realism of the houses portrayed (something of a mini trend of late), as well as the general mood of hecticness, and the whacky creations the kid makes. 

All of this, of course, shows Lego still understands its brand intimately.

AI critics might’ve pointed to a misstep last time, but few will remain po-faced during this charming offering.

All images courtesy of Lego campaign.