# Imaginative Unboxing Ads LEGO's Shake Up Imagination Ad Plays on the Idea of Shaking Holiday Gifts By Katherine Pendrill | Published 2017-11-06 | Life-Stages Source: Trend Hunter, https://www.trendhunter.com/trends/shake-up-imagination References: [thedrum](http://www.thedrum.com/news/2017/10/30/lego-shakes-up-imagination-unboxing-spot) & [youtu.be](https://youtu.be/IblKXf8UZ4s) The new 'Shake Up Imagination' spot from [LEGO](https://www.trendhunter.com/trends/dream-crafting) 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](https://www.trendhunter.com/trends/lego-dreamzzz) 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. ## Trend Insights (Trend Hunter) - Score: 2.2/10 - Popularity: 11% | Activity: 46% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Gen Alpha - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Life-Stages](https://www.trendhunter.com/life-stages) > [Youth](https://www.trendhunter.com/youth) ## Key Themes ### Key Themes Behind This Trend - **Imaginative Unboxing Advertisements:** The use of unboxing coupled with imagination in advertising campaigns. - **Childhood Nostalgia Marketing:** Creating campaigns that tap into the nostalgic memories of consumers' childhoods. - **Interactive Advertising:** The use of interactive ads to engage consumers and create a memorable experience. ### Where This Applies - **Toy Industry:** The use of creative marketing campaigns to elicit sales in the toy industry. - **Advertising Industry:** Creating a niche in the advertising industry by creating campaigns that make use of nostalgia. - **Social Media Industry:** Exploring the possibility of using interactive advertisements to engage social media users. ## Related on Trend Hunter - [Dream-Inspired Building Toys](https://www.trendhunter.com/trends/lego-dreamzzz.md) - [Dream-Centric Toy Guides](https://www.trendhunter.com/trends/dream-crafting.md) - [Creative Gift Wrap](https://www.trendhunter.com/trends/clash-royale.md) - [Reimagined Building-Block Campaigns](https://www.trendhunter.com/trends/she-built-that.md) - [Playful Expression Campaigns](https://www.trendhunter.com/trends/build-big-feelings.md) - [Festive Brick Snowglobes](https://www.trendhunter.com/trends/lego-snow-globes.md) - [Kid-Powered Imagination Campaigns](https://www.trendhunter.com/trends/ai-vs-ki.md) - [Imaginative Children's Holiday Campaigns](https://www.trendhunter.com/trends/childrens-holiday-campaign.md) - [Toy Brick Advent Calendars](https://www.trendhunter.com/trends/advent-calendars-for-2025.md)