LEGOLAND is recruiting families to save the galaxy in a new campaign from independent, female-owned, full-service advertising agency Cornett, built around the resort brand’s largest capital investment to date.
‘LEGOLAND Needs You’ introduces the new Galacticoaster and LEGO Galaxy through a cosmic emergency. A giant LEGO asteroid is hurtling toward LEGOLAND, and stopping it requires kids and families to customize their LEGO spaceship, climb aboard the coaster and complete the mission.
The campaign places the ride’s story at the center of the creative, giving families a role inside the action while showcasing the broader LEGO Galaxy land. One film takes the perspective of mission control, calling upon viewers to help save the parks. Another follows an intrepid kid through the mission, presenting the Galacticoaster as an adventure driven by imagination, play and a healthy appetite for interplanetary peril.
“LEGOLAND is a place where families get to play together on an epic scale,” said Kathy Martinolich, creative director at Cornett. “What could be more epic than customizing your own LEGO spaceship and flying it through the galaxy to save all of LEGOLAND? We had so much fun living in that world, inviting people to channel their inner kid and join that mission.”
Cornett captured the campaign over a three-day shoot at LEGOLAND California Resort, producing photography alongside two sets of video assets. The first includes 30- and 15-second films showing the breadth of the parks, with separate versions for LEGOLAND California and LEGOLAND Florida. The second includes 30- and 15-second films dedicated to LEGO Galaxy at LEGOLAND California.
Filming aboard the Galacticoaster brought its own physical challenge. The crew had to capture the speed and energy of a rollercoaster operating indoors and in darkness, while preserving the story threaded through the experience. The talent family rode the coaster more than two dozen times during production, saving the galaxy on every lap.
The campaign will run through 2027 across Meta, TikTok, YouTube, connected television and Performance Max. Media will target Los Angeles, San Diego, Orlando, Tampa and Miami, with the work designed to drive park visits by building excitement around Galacticoaster and the surrounding LEGO Galaxy land.
Cornett began working with LEGOLAND North America Resorts as a creative partner in August 2022.
