LEGO’s Global Ad That Sold Creativity—Not Bricks

Introduction

Welcome to another exciting week!

Table of Contents

• Best Ad of the Week

• Latest Trends and News

• Weekly Tip

• Weekly Challenge

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Best Ad of the Week

LEGO – Play is Your Superpower

Released in September 2023, LEGO’s “Play is Your Superpower” short film starred actor Jane Lynch rallying a group of children—and a few adults—to embrace creativity and imagination through play. The ad avoided product shots until the very end, focusing instead on the joy, problem-solving, and collaboration that play unlocks. The campaign rolled out globally with TV, cinema, and digital activations, plus hands-on events in LEGO stores.

Key marketing lessons
• Sell the benefit, not the brick: The ad positioned LEGO as a tool for empowerment and creativity, not just a toy.
• Use storytelling to inspire, not instruct: By making play feel like a superpower, LEGO tapped into emotional connection over functional messaging.
• Make it multigenerational: Involving adults alongside kids reinforced that LEGO is for everyone, broadening its appeal.
• Anchor in brand purpose: The focus on imagination directly links back to LEGO’s mission—making the message authentic and lasting.

This campaign proves that when a brand champions a bigger idea—like creativity—it can transcend product marketing and inspire a global audience.

Latest Trends and News

Omnicom–IPG Merger Approved
The UK has cleared Omnicom’s $13.25 billion acquisition of Interpublic Group, creating the largest advertising agency network globally. The merger is set to reshape competition and consolidate resources across creative, media, and data services.

Etsy Shifts from TV to AI-Powered Search
Etsy will cut TV ad spend from one-third to under 10% of its budget, reallocating funds to search, paid social, and influencer partnerships. The platform is also testing AI-driven “agentic shopping” to re-engage and personalise experiences for buyers.

Knowmad Mood Acquires Buzz Marketing
Spanish consultancy Knowmad Mood has bought Barcelona-based Buzz Marketing Networks for €2.8 million. The move expands its marketing capabilities as part of a broader 2025-2028 growth strategy.

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Weekly Tip

Clarity in CTAs

Your call to action should leave no doubt about the next step.

• Use direct language like “Download now” or “Join today”
• Place CTAs where they’re easy to see without scrolling
• Limit each piece of content to one clear action

When the path is obvious, more people take it. Ambiguity is the enemy of conversion.

Weekly Challenge

Story Consistency Streak

Commit to posting at least 3 Stories every day for a week:

• Mix formats—photos, short videos, polls, and text updates
• Keep at least one Story tied to your niche or expertise
• Use interactive stickers (polls, questions, sliders) to boost engagement
• Review analytics at week’s end to see which Story type kept viewers watching the longest

Consistency in Stories keeps you top-of-mind for your audience.

Submissions + Feedback

Hope you enjoyed today’s post, if you know someone who may be interested, feel free to send it to them.

Also, if you want me to cover any specific subject on the next issue or share some feedback, feel free to reply to this email.