LEGO: Rebuild the World

TV Commercial Review

Heart or Humor


The LEGO Group has launched a playful new iteration of its global Rebuild the World brand campaign. Now in its third year, 2021 Rebuild the World campaign celebrates children as the masters of creative problem solving and shows what can be achieved when people work together to overcome differences or challenges.

The main film is centered on the story of a Knight whose attempts to cross a river to see a friendly bear keep failing. Seeing the Knight’s dilemma, a whole town comes together and pools their varied skills, perspectives and talents to find a way to reunite the friends. As the Knight finally conquers the river crossing, the film playfully reveals how the story and the solution to the challenge have been imaginatively conceived by a group of children building, unbuilding, and rebuilding through LEGO play.

The playful film is accompanied by a number of humorous visual stories that depict the endless ways LEGO bricks can be used to overcome barriers and reunite old friends. One of the fantasy visuals shows a hippo looking longingly at a bird flying in the sky before the problem is solved; the hippo is given LEGO wings and joins them. Another features a pig who wants to see eye to eye with a giraffe – a dilemma that’s easily fixed by adding bricks to increase the pig’s height.

Knight LEGO advert

Campaign Credits
The LEGO Agency
Vice President LEGO Agency: Rasmus Juel Mygind
Head of Creation: Pete Johnson
Global Creative Lead: Lucas Reynoso Vizcaino
Global Creative Team: Jon Wicks, Anstice Murray and Lucas Reynoso Vizcaino
Global Sr. Communications Partner: Maria Sanziana Fanica
Global Strategist Director: Kevin Mercer
Global Sr. Project Manager: Preben Jespersen and Malene Kallestrup
Head of Production: Charlie Cooper Henniker
Senior Lead Producer: Uffe Bryld
Senior Film production Manager: Mette Søgaard Lorenzen
Post Production Manager: Lene Williams
Sr. Digital Content Manager: Kenneth Sanchez
Brand Development Marketing Team: Vice President – Alero Dawn Akuya, Senior Director – David Hall, Director – Kristofer Alan Crockett and Sr. Project Manager – Lauren Charman

External Partners
Directors: Traktor
Production Company: Stink Paris
Executive Producer: Vincent Rivier & Helene Segol
Producer: Richard Ulfvengren
Service Company: 247xRadioaktive
Executive Producer: Monika Urbańska
Producer: Maria Mazurczak
Production Manager: Anita Kozłowska
Cinematographer: Matyas Erdely
Production Designer: Agustin Moreaux
Art Director: Paweł Dąb



A lot of humorous visual stories.

Heart or Humor10.0
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