Two-time Wimbledon Champion Andy Murray is part of the LEGO Group’s new campaign targeting adults who might be tempted to click some bricks together.
Following collaborations with Tom Holland and Jason Momoa, the LEGO Group has roped tennis player Andy Murray into the latest marketing campaign. The company wants to encourage adults to “rediscover the joy, creativity and sense of achievement that can so easily get left behind in childhood.”
The video that features Murray is show in a documentary style as he seems to get ready for a major cycling ride. It turns out though that he is actually getting ready to build 11380 Road Bike, the 1,015 piece set that celebrates a classic bicycle.
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“I’m used to chasing wins on the tennis court, but this was a completely different kind of challenge, to be honest,” he says. “Building the LEGO Icons Road Bike set requires a lot of focus and quite a bit of patience.
“It’s pretty similar to a tough training session, which is probably why I ended up enjoying it so much. When you finally finish it, you get that unexpected feeling of just pure, simple joy, really. The fun is definitely in the build”.
According to the LEGO Group’s survey, 9 in 10 adults feel more relaxed when they’re doing something related to their passions or interests.
This year, the LEGO Group has focused on sports sets like never before, with a range of builds inspired by Formula 1 and the FIFA World Cup.
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