Daft Punk Soundtrack Lego's Holiday Ad, Directed by Michael Gracey

Lego's new holiday campaign runs 74 seconds, is set to Daft Punk's 2000 hit "One More Time," and is directed by Michael Gracey, the filmmaker behind "The Greatest Showman" and "Better Man." The commercial takes viewers inside a fantastical Lego workshop where characters from across the toy company's universe collaborate to build the perfect holiday gift.

The cast of cameos is crowded. Marvel's Thor, Doctor Doom and Mystique appear, alongside E.T. the Extra-Terrestrial and Derpy Tiger from Netflix's "KPop Demon Hunters." Daft Punk themselves show up too. That's a lot of intellectual property for one minute and change. It works, presumably, because a brick connects them all.

Gracey explained the concept in a statement: "I loved the concept that behind this secret door, there might be an entire world you never knew existed and with Lego bricks, that world really could be anything." He added: "We decided to tell the story through the eyes of one little Lego brick, following its journey through this extraordinary workshop as it passes from one character to the next."

What's behind the Daft Punk partnership?

The campaign lands weeks after Lego announced a new partnership with Daft Punk, unveiled Oct. 22. The deal spans products, content and live experiences. Its centerpiece, for now, is an upcoming Lego Ideas set recreating the duo's iconic pyramid stage from their 2007 "Alive" tour.

The fan-designed model has an origin story of its own. A father-and-son team from Luxembourg originally submitted it. Lego has approved the design for development, with more details expected in 2027. Patience, evidently, is part of the brand's business model.

Why is Lego chasing entertainment franchises?

The holiday spot is the latest move in Lego's growing investment in entertainment-driven collaborations. In August, the company released a 1,478-piece set inspired by "The X-Files." Gillian Anderson, who played Dana Scully in the original sci-fi series, returned for a promotional short film celebrating the release.

The pattern is clear. Lego borrows recognizable faces, adds its bricks, and lets nostalgia do the rest. The strategy now stretches from nineties television to French electronic music duos who split up in 2021 — a pairing that shouldn't work on paper but sells pyramid stages all the same.

With the Daft Punk partnership covering products, content and live experiences, and the "Alive" tour stage set arriving with full details in 2027, Lego has signaled that this collaboration will run well beyond a single holiday spot.