a hapless knight, a helpful pirate & an adorable bear star in LEGO’s new ‘rebuild the world’ ad

rebuild the world with lego bricks

following the release of ‘rebuild the world’ in 2019 -LEGO’s first major campaign since the 80s-, the brand has launched yet another playful advertisement that highlights the importance of creative problem-solving. released on september 20, 2021, the spot shows a hapless knight who wishes to cross the river and visit an adorable bear who’s waiting on the opposite bank. as in the earlier ads of the campaign, the story initially unfolds in live-action, only to reveal how it would appear in LEGO blocks at its very end.

all images courtesy of LEGO

about the ‘rebuild the world’ campaign

launched two years ago, the ‘rebuild the world’ campaign encourages children to unleash their imagination, using LEGO bricks to build the world as they want. the popular toy brand continues its attempts to motivate kids to be creative with a brand new TV spot as well as a series of posters. while the original global campaign was made in collaboration with french agency BETC, these new projects are made by LEGO’s internal creative agency.

besides presenting the fun side of playing with colorful building blocks, the campaign also aims to highlight more serious messages about the importance of creativity and collaboration. on the ‘rebuild your future’ section of its official website, LEGO shares a wide range of construction challenges, thus encouraging children to find creative solutions, as a way for them to grow confident. the brand also provides an open platform where young enthusiasts can share their innovative creations with others, and find even better solutions through creative collaboration.

the damp knight’s tale

the new TV spot follows an unfortunate knight in his quest to cross the treacherous river and meet a friendly bear, who’s patiently waiting on the other side, sitting on a see-saw. in the beginning, the brave knight makes a couple of unsuccessful attempts on his own, before the other villagers help him out with their creative ideas. when none of the proposals work, all the villagers gather and build a long bridge, using a little creative resilience, a rubber ducky, and a dubious-looking jet pack. the film goes on to unveil that the story is but a LEGO block environment, showing three kids holding a LEGO knight figure, and joyfully constructing the bridge to reunite him with a cute bear LEGO toy. 

on the brand’s official youtube channel, where the spot was uploaded, the description reads ‘alone we’re creative. but together, we’re creativerer!’. meanwhile, on the brand’s instagram account, where the film has also made its appearance, the caption mentions ‘creativity can help us overcome anything! (…) we can get over any problem with a little creativity.’ essentially, the 2021 ‘rebuild the world’ ad celebrates children as the masters of creative problem-solving and illustrates what can be achieved when people work together to overcome struggles and challenges. 

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project info:

name: rebuild the world 2021 campaign
company: LEGO