It all begins in the savanna... Somewhere in Africa? Where the hunter is hunting white rabbit with his typical Safari hat and giant plastic bow and arrow... Wait what is happening here? It's LEGO. rebuilding the world, and the white rabbit takes us on a chase through anything you can think up. There are even easter eggs in this ad, the license plate of a pink car is CS60138, which is Legos "High-speed Chase" set and there's JM60047 on the VW bus, which is the Police Station set, so that's a bit of a foreshadowing. The chase even has a guesting dragon appear, and he spits flames onto peoples clothes like it's 1999 and Guy Fieri is stylish. There's even a life-sized replica of the Lego House in Billund, Denmark, and soe of the characters you see are classic toys like the wooden duck.
It's fun, it's exciting, it's extremely well-executed and it owes its roots to the original Lego ad where a clever mouse turned into a fire engine to fight a dragon created by TBWA, London, back in 1980.
The work was directed by Traktor through Stink and the soundtrack was composed by electro-musicians and composers Flavien Berger and Jacques. Mikros MPC did the special effects, while the creative was done by BETC Paris and The Lego Agency. Naturally there are simple posters to go with the campaign.
Ad agency: BETC
Directed by Traktor through Stink
Soundtrack: Flavien Berger and Jacques