LEGO Put a Secret World Behind One Brick and Daft Punk Showed Up to Score It

LEGO turned its brand-new Daft Punk partnership into a holiday campaign in record time. Just 14 days after announcing the tie-up on October 22, the company released a 74-second film directed by Michael Gracey (The Greatest Showman, Better Man), following a single 2x4 brick as it travels through a secret holiday workshop set to Daft Punk's "One More Time." The brick passes through Northern Lights, Heroes, Vehicles, and Music departments populated by Marvel's Thor, Doctor Doom, and Mystique, a KPop Demon Hunters cameo, a quick One Piece appearance, and a nod to E.T., before it is wrapped as a gift and followed home by the workshop crew for the family's holiday celebration.

Daft Punk shows up in minifigure form at the very end, next to a LEGO version of their pyramid stage from the 2007 Alive tour, the duo's first official build under the new partnership, sourced through LEGO Ideas. Gracey said he was drawn to "a secret world behind a door," the idea that a single brick could connect characters from entirely different universes, calling it "an idea I've always believed in." The film was built by Our LEGO Agency with Copenhagen shop Keep It Stupid Simple on creative, Partizan and LOVEBOAT on production, Framestore on post, and Publicis One on media, and anchors a wider push that includes seven 15-second cutdowns and in-store displays in New York and London.

OLA senior director of global creative Genevieve Hoey framed the whole thing around a very specific tension: "The only hard part? Giving it away. Trust us, we get it." It is a tidy bit of brand math: stack enough licensed universes and one nostalgia act into a single ad, and the sentimentality does the work that a straightforward toy commercial never could.

Source: DesignRush

Kyle Duford, Founder & Editor, BRNDWIRE. More from Kyle →