A few weeks back, I read an article commending Lego for ably (albeit finally) reinventing itself for the web era. As a former lover, I was happy to hear Lego’s doing well. As the piece reveals, one of the tenets behind the company’s turnaround was focusing on adult audiences, and that’s clearly the intent of the above commercial. With a tone that borrows from the best Old Spice and Bud Light ads, the spot—which I have now seen on TV twice, both during National Football League games—ratchets up my affection from “That’s nice” to “Woah, Lego, you single? We should get a drink and talk windmill thingies.”
Just kidding. We all know I’m not that forward. Nevertheless, I rate the commercial: Bohrium.