# Playful Pop Culture-Referencing Ads This LEGO Ad Responds to Netflix's Tidying Up with Marie Kondo By Kalin Ned | Published 2019-01-23 | Pop Culture Source: Trend Hunter, https://www.trendhunter.com/trends/lego-ad1 References: [designtaxi](https://designtaxi.com/news/403218/LEGO-Pokes-Fun-At-Tidying-Up-With-Marie-Kondo-Craze-In-New-Advert/) & [facebook](https://www.facebook.com/LEGOSingapore/photos/a.471587642912145/2438815972855959/?type=3) A [LEGO](https://www.trendhunter.com/trends/lego2) ad offers a cheeky counter to Tidying Up with Marie Kondo. Released recently on [Netflix](https://www.trendhunter.com/trends/drone-shows), 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. ## Trend Insights (Trend Hunter) - Score: 6.8/10 - Popularity: 98% | Activity: 97% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Pop Culture](https://www.trendhunter.com/popculture) > [Humor](https://www.trendhunter.com/humor) ## Key Themes ### Key Themes Behind This Trend - **Playful Marketing:** Using humor and pop culture references to advertise products. - **Oppositional Advertising:** Creating ads that take a counter-argument or different approach to a popular trend or concept. - **Social Media Engagement:** Interacting with audiences through social media to build brand awareness and drive engagement. ### Where This Applies - **Toy Manufacturing:** Opportunities to tap into pop culture trends to create playful and engaging marketing campaigns for toys. - **Home Organization Services:** Opportunities to create oppositional advertising that challenges and highlights the limitations of popular home organization and decluttering methods. - **Social Media Marketing:** Opportunities for creative and playful social media content that engages audiences and promotes brand awareness and loyalty. ## Related on Trend Hunter - [Children-Focused Awareness Commercials](https://www.trendhunter.com/trends/lego2.md) - [Reimagined Building-Block Campaigns](https://www.trendhunter.com/trends/she-built-that.md) - [Drone Marketing Initatives](https://www.trendhunter.com/trends/drone-shows.md) - [Engaging Isolation-Combatting Pop-Ups](https://www.trendhunter.com/trends/flower-trucks.md) - [Fandom-Honoring Building Block Sets](https://www.trendhunter.com/trends/fandomhonoring-building-block-sets.md) - [Gendered Building Campaigns](https://www.trendhunter.com/trends/she-built-that-1.md) - [Building Block Launderettes](https://www.trendhunter.com/trends/launderette-of-dream.md) - [Multifunctional Game Sets](https://www.trendhunter.com/trends/the-lego-group.md) - [Building Block-Inspired Furniture Collections](https://www.trendhunter.com/trends/lego-x-room-copenhagen.md)