A LEGO ad offers a cheeky counter to Tidying Up with Marie Kondo. Released recently on Netflix, the series builds on the art of letting go of one's possessions and ultimately decluttering the living space. Marie Kondo is a Japanese organizing consultant who advises individuals to sort through their things and throw out anything that doesn't "spark joy."
LEGO Singapore offers a counter-argument to the main premise of the show. Via social media, the toy block company made the comment 'But everything sparks joy,' accompanied by a Marie Kondo-inspired figurine amid a chaotic mountain of white bricks.
The LEGO ad is an example of a marketing technique that builds on the traction of an already popular phenomenon -- Tidying Up with Marie Kondo, and flips it into a playful message that hopefully, everyone else is thinking as well.