Lego launches first ever global Christmas advert

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Lego has launched its first ever global Christmas campaign, as it continues to push forward its TV marketing presence after a four-year hiatus.

The toy brand and retailer’s advert will launch today, based around the tagline “this is not a brick, it’s their wildest wishes”.

It depicts children in various action movie-esque scenarios based on their own individual Lego sets.

Alongside the TV advert, Lego is due to launch a chatbot called Ralph, an AR filter and an extensive search strategy.

Retailers’ Christmas adverts are now coming thick and fast, with Currys PC World’s ad the first one launched.

Very.com, Argos, Asda, Lidl, Barbour and Aldi have all also launched their adverts, with popular recurring character Kevin the Carrot returning for the latter’s.

Although there is no official information on the release date of John Lewis’ advert yet, often held as the high water mark for the season’s campaigns, there is speculation that Elton John was paid £5 million, half of the overall budget, to appear on it.

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