With a brief from LEGO to create excitement for the LEGO Star Wars around the premiere of Star Wars Episode 1 in 3D the agency Serviceplan came up with the idea to build a gigantic street organ consisting of 20,000 LEGO Star Wars bricks!

The bricks were arranged in such a way that they played the Star Wars theme tune when the crank was turned – while at the same time showcasing the sets, the concept also promoted different Star Wars packages by the integration of four different Star Wars worlds (Hoth, Tatooine, Endor and the Death Star).

Around the time of the premiere, the street organ was displayed in cinemas and at special events all over Germany. Fans could play it themselves and also order the sets built on the organ via a QR-Code and a microsite.

Yep, it’s very nerdy - but totally aligned with the target group and displayed LEGO in a new context.

While we all wait for the big Super Bowl XLVI tonight, I want to share this “Flash Fans” stunt by Budweiser, Canada.

In this cool Super Bowl Game day ad from Budweiser, some hockey players get a taste of stardom and a local game day they’ll never forget.

Even though, this ad is made for the Canadian viewers of the Super Bowl and not going to be broadcasted in US, the idea and effort might end up being one of my favorites during Super Bowl XLVI.

As you will see Budweiser tricked two mid-level amateur hockey teams to think they were filmed for an documentary, however suddenly right before the action is about to start in the half empty and dreary arena, the game is turned into an NFL-style blowout.

The result is an warm-hearted reaction and the spirit of the players is both contagious and truely uplifting:

One of the things I love about ESPN is the incredible comprehensive understanding and knowledge about their audience and target group. ESPN’s advertisements and TV promotions always entertain and tell the truth about real passionate sports fans.

This new ad humorously shows the downside of college football fans’ eager to bet on their favorite team. Rivalries run deep, so deep, in fact, that fans will often jump at the chance to prove their undying faith in their teams by promising to do some crazy things if they lose.

Of course if they win, the tables turn. That’s a gentlemanly wager, and it becomes an unbreakable social contract between fans with a simple shake of hands. It’s not crazy, it’s sports and I love it.

In Denmark Pepsi MAX has chosen an 100 % music strategy this year, but in the US the brand is continuously utilizing the passion and attention from all kinds of sports fans. The brand is for instance visible and involved in the MLB, The NFL, The NBA and Nascar.

In regard to Nascar, Pepsi Max has teamed up with the famous driver Jeff Gordon, who is four-time NASCAR Cup Series champion, three-time Daytona 500 winner, four-time Brickyard 400 winner and the list goes on..

In this entertaining commercial, Jeff Gordon needs to get down to Daytona in time to win his way to victory lane. Max has a rush order of Pepsi MAX to deliver to thirsty race fans and thus they end up together in an unusual road trip. One drives a race car on weekends - the other drives a delivery truck all week. Together, they¹re about to embark on one crazy ride, where Jeff Gordon doesn’t seem afraid to be self-ironic