A new spot for Lego positions the building blocks as a great way for parents to connect with their children. The minute-long TV ad, created by the Amsterdam-based We Are Pi, launched during The X Factor on 2 November. It shows a father and son building Lego models together at home while the son discusses how he and his dad are "a team bound by blood, Nan’s knitwear and our own imagination", even though they don’t always see eye to eye on things such as bedtimes and Brussels sprouts. The ad ends with the boy proclaiming "I see a guy who will always go that extra brick with me" and the endline: "Let’s build." It was created by Barney Hobson and Rick Chant, and directed by Joanna Bailey through Bare Films. The director of photography was Ben Smithard.
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