The recent LEGO ad gets dads (and parenting) right

Some ads take a moment to grab you, especially if your main character is a dad.  The dad ad two years ago from Tide, where he’s talking about braiding hair and doing home stuff was awesome.  More often than not the dads in advertisements are lame, stupid, overly machismo or just don’t resonate with me.  Game on for the new Lego ad that features a dad building stuff with his child.  It’s awesome, brings back great memories and might just make you tear up.

For the record, Lego did not pay for this post in any way.  The dad ad is just awesome-on so many levels it’s great that it deserves for folks to see it. 

The Christmas Lego ad premiered on Britain’s X-Factor the other week and features a dad and his son building stuff.  They build robots, castles, mountains to ski from and all sorts of things.  One thing that took me a couple viewings to watch, and realize, is that the ad is not promoting a certain set.

Even though our children are too small for Lego, I know that most of the sets are centered on franchise elements.  It could be a movie, superhero or other specific kit, but it builds a thing.  You can certainly build a homemade creation, like a rocket ship with two monsters driving it; but that requires massive amounts of size, color specific bricks and loads of creativity.

That is what this Christmas Lego ad shows.  It’s just a dad and his son building stuff.  It could be a dad and his kids, or his daughter, building stuff, but in this case it’s just male bonding.  We Are Pi, an Amsterdam based ad agency created it, kudos to them for a great ad, whichever side of the pond you’re on.

The new Lego Christmas ad is simple.  It’s just has a father and son building Lego things and sharing life.  It’s also fabulous and the best dad ad in two years.