Adorable Lego figures get drowned in oil in Greenpeace's hard-hitting new ad protesting Lego-Shell tieup
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Everything Is Still Not Awesome: New Greenpeace Ad Drowns Cute Lego Figures In Oil For Shell Protest

With this new PSA, the environmental group turns up the shame on the toy brand's partnership with Shell Oil.

)Update: The "Everything Is Not Awesome" video has been taken down from YouTube after a copyright claim from Warner Bros. Greenpeace has also re-posted the original case study video from agency Iris Worldwide that detailed the Shell-Lego partnership and its PR value).

Yikes. You know what people don't want to see? Much-loved symbols of their youth and innocence slowly drowned by a creeping black ooze. And not in a metaphorical way like, say, Lindsay Lohan's career. Greenpeace clearly knows this because its new PSA has seriously cranked up its public shaming of Lego's partnership with Shell Oil.

Created by London agency Don't Panic—the people who recently asked what violent conflict would look like closer to home—the video shows a typically happy Lego world populated by wildlife and plenty of mini-figs having fun. But the happy happy joy joy is soon slowly snuffed out by a leaky Arctic oil rig to the tune of a much more somber version of The Lego Movie's hit song.

The environmental group wasn't satisfied with Lego CEO Jorgen Vig Knudstorp's response to its original call for the brand to cut off all ties with the oil company.

The look and feel here takes a page from some of the more emo video game ads of recent years—like Halo 3's "Believe" and "Mad World" for Gears of War—to really hit the heartstrings of both kids and parents to force Lego into more decisive action in ending its partnership with Shell.

Either way, it's going to take more than a corporate press release for the Danish toymaker to counter the image of a crying mini-fig going down like Jack Dawson in an ocean of oil.

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  • While I'm sure these ads have caused an immediate pain for Lego's PR team, I question what real impact it will have on their brand. The issue called into question is really about licensing. The Shell brand plays a minor roll, if any, in the toys emotional desirability to a parent or child; it connects these toys to the real world and provides Lego with an additional channel for product distribution, but that's about it. I just don't believe that my lego crazed 6-year old will grow up to love Shell because it was a toy he played with for a few years. - Colin Lange, Monaco Lange

  • Jesse Long

    Greenpeace is equally as guilty of polluting this planet with its methods of making machines that pollute the planet that also rob the soil of its stability every bit as much as fracking does for oil. Yes, this also leads to sinkholes, but the politically correct morons will not tell you this little inconvenient truth.