LEGO continues to surprise audiences with its global Rebuild the World platform, unveiling a bold new chapter titled “Never Stop Playing.”
This time, the brand teamed up with British actor Tom Holland—best known for portraying Spider-Man in the Marvel Cinematic Universe, as well as starring roles in Uncharted, Cherry, and The Impossible.
In the two-minute spot, Holland showcases his full range of talent, transforming from a sci-fi hero to a football player, a high-tech innovator, an elderly gardener, a corporate executive, and even an eccentric artist. Each scene is connected through spectacular transitions incorporating LEGO bricks, reinforcing the campaign’s core message: play is a universal creative force that should never stop.
A Universal Message: Play at Every Age
The film opens with a provocative line: “To survive, we must stop playing.”
This statement is immediately contradicted by a series of vibrant sequences where imagination takes over. A LEGO football appears mid-game. A futuristic suit with rocket-powered boots emerges. A garden hose turns nature into colorful bricks. An extravagant floral LEGO outfit makes a statement of self-expression.
Set to the electrifying rhythm of “High Voltage” by AC/DC, the film radiates bold, rock-inspired energy.
The campaign was directed by the duo Los Pérez (Tania Verduzco and Adrián Pérez) through Biscuit Filmworks, in collaboration with Our LEGO Agency (OLA) and creative studio Chaos x Magic.
Tom Holland: An Authentic Ambassador
Casting Tom Holland was no coincidence. Beyond his cross-generational appeal, the actor grew up building LEGO sets alongside his brothers Sam and Harry—who also appear in the commercial.
This personal connection adds authenticity and emotional depth to the campaign.
“Never Stop Playing” is grounded in research conducted by LEGO, revealing that nearly half of children stop playing earlier than previous generations. Social pressure to “grow up fast” and the perception of certain games as “childish” contribute to this shift.
The campaign’s objective is clear: reclaim play as a source of imagination, confidence, and creativity—not as a childish habit, but as a lifelong mindset.
The Strength of an In-House Agency
At the heart of the project is Our LEGO Agency (OLA), the brand’s in-house creative team. With direct access to LEGO designers and product developers, OLA can push creative boundaries in ways external agencies often cannot.
This internal expertise enabled the creation of unique props and hybrid environments—such as a brick-built football, futuristic costumes, and sets blending physical builds with CGI.
According to Nic Taylor, Senior Vice President and Head of OLA, the idea of one actor embodying multiple characters became the creative catalyst:
“Having a single talent portray different worlds creates cohesion and memorable impact.”
More Than a Toy: A Creative Medium
With “Never Stop Playing,” LEGO reminds the world that its bricks are more than toys—they are limitless creative tools.
The bricks are not just featured in the story; they are the story. They symbolize imagination, transformation, and the freedom to reinvent oneself at any age.
More than a product campaign, this is a cultural statement: no matter how old you are, never stop building. Never stop imagining. Never stop playing.
