The Second Build

LEGO turns “starting over” into the real product—while Google pushes predictive budget shifts, Meta doubles down on Advantage+ automation, and IKEA tests social-first launches before retail.

Author

Javier García
December 17, 2025 • Estimated Reading Time: 5 minutes

In partnership with

Introduction

Welcome to another exciting week!

Table of Contents

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Best Ad of the Week

LEGO – “The Second Build” (2025 Global Campaign)

LEGO’s “The Second Build” is built around a behaviour every LEGO fan recognises: taking something apart to build it again, differently. The ad shows kids and adults finishing a build, pausing, then dismantling it without regret. A castle becomes a spaceship. A car turns into a bridge. Nothing is kept perfect. The voiceover lands near the end: “The first build is instructions. The second one is yours.”

Key marketing lessons

• Celebrate what happens after the purchase: LEGO shifts value from completion to reinvention, extending the life of the product emotionally.
• Creativity over correctness: The campaign removes pressure to “build it right,” which makes creativity feel safer and more inviting.
• Behaviour as brand truth: The idea is rooted in how people actually use LEGO, not in an idealised fantasy.
• Replayability as value proposition: Taking things apart becomes a feature, not a flaw, reinforcing LEGO’s timeless appeal.
• User as creator, not consumer: The brand steps back and lets imagination take credit, strengthening long-term affinity.

A strong reminder that the best products don’t end at use. They restart there.

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Weekly Tip

Clarity Is a Competitive Advantage

In crowded feeds, the clearest message wins—not the loudest or most creative.

• Say exactly what you mean, without layers
• Remove anything that could be misread
• Optimise for understanding, not cleverness

Clarity reduces effort for the reader, and that alone sets you apart.

Weekly Challenge

Content Deadline Rule

This week, remove hesitation by forcing faster execution:

• Set a fixed deadline of 30 minutes to create each post
• Stop editing when the time is up, even if it feels unfinished
• Publish it anyway and move on
• Compare engagement with posts you usually overthink

Speed reduces self-censorship. Most of the time, clarity and consistency outperform perfection.

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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