Timely, entertaining and product-centric. Nice one, Lego.

When brands think about how to be relevant for their consumers, they typically look inward and think about the core product benefit that would be most meaningful to their target.

Not Lego.

The formula? Product + Timely Event (World Cup) + Dramatic Event = Viral video rooted in your brand. Love this:

(Specifically relevant for the pain felt by every English Football fan right now...)