What is the world’s coolest brand?
I think we can safely say that it’s not Apple.
Nike? It’s definitely in with a shout. Rockstar Games is certainly one of the most culturally relevant. Or even Vice.
But I’d like to put in a vote for Lego. Buzzfeed says their new TV ad is perfect.
Their movie (yes, movie) looks brilliant.
With their video-games they have tapped some of the most important pop-culture phenomenons of the last 30 years. And as the trailer below shows, they don’t suffer from the franchise conflict that affects the movie versions of the Marvel characters which is the reason that we are unlikely to ever see the X-Men and Avengers in the same movie.
Their UGC efforts go back to 2006, with their Lego Factory, though it obviously couldn’t scale as they have now closed it. Their Architecture products allow big kids like me to get away with buying Lego for ourselves (I bought the Opera House one). They’ve had their own fan culture, complete with AFOLs (adult fans of Lego) for years, and Lego even officially recognises some of them (including one in Melbourne) for the art they create.
Hell, they even have their own Chrome experiment, which puts them alongside Arcade Fire.
That’s certainly cool enough for me.
Image courtesy Lego & DC Comics.