"The Most Boring Room Ever"

10 May 2022

79s

Paper trail.

Content warning: this lovely ad for the LEGO Foundation contains scenes of explicit boredom and violence against paper. It's all in the name of science though, as the brand aim to prove that humans are playful creatures by nature.

The premise is simple: children are invited to sit at a desk and… that's it. No toys, no crayons, no electronic devices, nothing. Now we know what Taskmaster would look like if Alex Horne ever ran out of ideas.

Before the kids are tempted to chew off their own hands in desperation, the crew provide each participant with a roll of white paper. Apathy turns into curiosity, and sheets turn into capes, telescopes, robot limbs, and much more.

Their spontaneity is hard to resist, though tight schedules and a lack of practice mean parents are less likely to join in than ever before. Thus, the brand urge grown-ups to rediscover their frivolous side and make play a team effort—LEGO promise it will be fun.

UK

Toys