Lego celebrates birthday with entertaining online video ad
Posted on Aug 20, 2012 by YuMe
In honor of the company's 80th birthday, Lego released an animated video talking about the company's history.
David Kiefaber, in an August 15 Adweek article, wrote about "how charmed I was by the animation and voice acting and the 'fail, try harder, succeed' message communicated here."
At 17 minutes, the spot is much longer than typical online video ads. However, internet users do not seem fazed by its length. From August 10 to August 16, the video had more than 1.29 million views and close to 23,000 "likes" on YouTube.
Commenters on the video sharing website described the spot as interesting, educational and awesome. Lego's video qualifies as what Shiv Singh, PepsiCo's digital marketing head, would describe as branded original programming. In an August 14 AdAge article, Singh argued that entertaining content created by a brand will become more common as more media consumption happens online. Increasingly, he said, consumers care more about quality than the source of the content.
"Call it a return to the branded content business," Singh wrote. "Or a recognition that consumers don't care who created the content as long as it's good."