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Let it be said that LEGO is fundamentally awesome, and this new Christmas spot from We Are Pi and director Joanna Bailey tugs all the right strings without coming across as mawkish or sentimental. It cuts straight to the core of what our favourite plastic blocks are all about - having fun and building bonds (ha!) - and neatly demonstrates a pretty cool range of fantastical constructions too, from dragons and skiers to robots and spaceships.

Now all we have to do is perfect that IAcme Shrinking Raygun in time for the festive season... and save me a seat on the next LEGO rocketship out of here!

BlogDan Dayfun, videoComment