When the LEGO Group briefed us to find a face that would help remind our adult audience that we all need a little joy in life (and lego bricks can play a part in that), we had the perfect person to call on.
Enter Sir Andy Murray. The two-time Wimbledon Champion donned his lycra and dodged confetti cannons to encourage grown-ups to rediscover the joy, creativity and sense of achievement that can so easily get left behind in childhood.
Known for his legendary focus, dry wit and fiercely competitive spirit, Andy isn’t exactly famous for giving much away on court. So, when a LEGO® build has him grinning, celebrating and fist-pumping his way to victory, it’s clear this is a different kind of challenge.
Shot in a playful ‘mockumentary’ style, our campaign follows Andy gearing up, focused and deadly serious for what appears to be major cycling ride. Only he is not heading out onto the road, he’s heading for his build station to face the real challenge ahead, the LEGO® Icons Road Bike set. What follows is pure, unfiltered Andy with his famously straight-faced commentary and his well-documented refusal to let even the smallest wins go uncelebrated, both turned loose on 1,015 LEGO bricks.
While growing up brings plenty of responsibilities, it shouldn’t mean growing out of joyful experiences. And if anyone knows a thing or two about taking things seriously, it’s Andy.
With research from the LEGO Play Well Study 2026* revealing that 9 in 10 adults feel more relaxed when they’re doing something related to their passions/interests, Andy’s build is a joyful reminder that whatever you’re into there’s a set out there for you, ready and waiting to awaken your joy.