The new 'Shake Up Imagination' spot from LEGO is a clever holiday ad that plays on the childhood ritual of shaking a gift before unwrapping it. The ad not only captures the excitement that comes from trying to guess what one has received, but it also plays on the popular YouTube phenomenon of 'unboxing.'
In the new Shake Up Imagination ad, several unsuspecting kids are presented with carefully wrapped gifts and are asked to guess what's inside. The kids are seen frantically shaking their gifts, resulting in the iconic sound of LEGO bricks tumbling around. The children then begin imagining all the different things they could build with their LEGO bricks before even opening the boxes.
While simple, the new LEGO ad perfectly captures the childhood wonder and excitement associated with shaking up a present during the holiday season.