Play, Unfinished

How LEGO turns abandonment into imagination still in progress.

Author

Javier García
January 07, 2026 • Estimated Reading Time: 6 minutes

In partnership with

Introduction

Welcome to another exciting week!

Table of Contents

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Best Ad of the Week

LEGO – “Left on the Floor” (2025 Global Campaign)

LEGO’s “Left on the Floor” focuses on a moment most parents know too well. The ad shows LEGO builds abandoned mid-play: a half-finished spaceship, a castle missing a tower, a car with no wheels. Hours pass. Night falls. The house goes quiet. Then morning comes. Kids return, sit on the floor, and continue exactly where they left off. Nothing was packed away. Nothing was ruined. The line appears at the end: “Play doesn’t need resetting.”

Key marketing lessons

• Respect real behaviour
LEGO builds the idea around how people actually play, not how brands wish they did.

• Reframe mess as value
What looks like disorder becomes proof of imagination still in progress.

• Longevity without saying it
By showing play continuing over days, LEGO reinforces durability and replayability naturally.

• Child-led storytelling
Adults are almost invisible. The brand lets kids’ rhythms define the narrative.

• Brand confidence through observation
No jokes, no spectacle. Just a moment people instantly recognise.

A reminder that the strongest brands don’t interrupt life to explain themselves. They watch closely, then reflect it back with clarity.

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Weekly Tip

Make It Easy to Agree

People resist messages that feel like a hard sell or a strong stance too early. Ease them in.

• Start with a point most people already agree with
• Build from shared understanding, not opposition
• Let the conclusion feel like a natural next step

When agreement feels effortless, persuasion happens quietly.

Weekly Challenge

Profile Conversion Check

This week, focus on turning views into follows:

• Look at your profile through the eyes of someone discovering you for the first time
• Ask one question only: “Is it obvious why I should follow?”
• Adjust one element to improve clarity: bio headline, pinned post, or profile photo
• Leave everything else unchanged for the week
• Track profile visits versus new follows after 3 to 5 days

Small clarity tweaks often have a bigger impact on growth than new content.

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.

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