Toy wars

Lego puts the whole force in a small package.
Star Wars

We’ve all endured the unquestionable pain of standing on an itty-bitty, sharp-edged toy, and lived to yell the tale. This poor Dad in Lego’s new spot, by agency Jung von Matt in Germany, tried so desperately to let the pain go to the grave with him, but he just couldn’t keep from screaming bloody murder after stepping on his child’s Darth Vader toy. The ad promotes the brand’s new Star Wars collection, which includes each and every micro-fighter needed for all your household battles (including those that steer Dad away from ever trying to eat the family ice cream alone again).


Advertiser: Lego
Advertising Agency: Jung von Matt, Hamburg, Germany
Executive Creative Directors: Deneke von Weltzien, Tom Hauser
Creative Directors: Reza Ramezani, Florentin Hock
Art Director: Jenne Genser
Director: Tore Frandsen
DoP: Kasper Wind Nielsen
Production Company: Mypony GmbH
Post Production: NHB Hamburg
Agency Producers: Robert Zbawiony, Danilo Klöfer
Account: Michaela Rudorf, Oliver Kielinski