As part of their #KeepBuilding campaign, Lego has released this empowering new ad encouraging young girls to think creatively. The inspiring new commercial focuses on independence and problem solving, showing a young girl playing and building with her imagination and some truly constructive thinking.
The ad comes at a time when other companies like GoldieBlox are tailoring their messaging to young girls in a way that promotes innovation and nurtures this audience as future engineers. Lego’s new ad is perfect in tone, dismissing the gender cliches that often overwhelm the children’s toy market. While the ad feels refreshing and new, let us not forget that Lego has always been ahead of the times when it comes to depicting and respecting girls in their advertising. Remember the 1981 print ad below?