"Never Stop Playing"

11 September 2025

2 mins

Play date.

This standout commercial for Lego does the very thing it advocates by being playful from start to finish. Tom Holland is fully committed in a variety of roles, including one that, for legal reasons, we should probably point out is definitely not Donald Trump (but definitely is Donald Trump). It is a quite astonishing thing that an advert of this length can be so crammed with invention and action that it almost feels as though it is aching for a large canvas. That said, the crowdedness is part of the appeal, as it relentlessly presses home the idea that we should never stop playing, and that the advertised toy range is the perfect vehicle to ensure that we never do.

Filmmaking is a collaborative venture, and when you look at a project of this scale, and with this level of complication, you have to admire the craftspeople who provided every element, but, most of all, you have to acknowledge the way all of this talent has been wrangled so expertly.

Directors Los Perez bring their A Game to every project so it's no surprise to discover they helmed this astounding adventure. They are at the summit of the mountain now, and they should take a little time to wander around and see who else is up there, and to enjoy the view! They've earned it.

Global

Toys