Greenpeace is making an impassioned call for Lego to end its partnership with the oil giant Shell. In a two-minute YouTube commercial, the environmental campaigners twist The Lego Movie's "Everything is Awesome" theme into a somber song, befitting for the on-screen events. The commercial depicts an idyllic Arctic scene, populated by polar bears and ice skaters, which is tarnished by a spillage created by the fictional Shell company's drilling, and even goes so far as to drown the movie's lead characters in oil.
It's a hugely effective spot, and is accompanied by a Greenpeace microsite laying out the charity's issues with Shell's arctic drilling plans and Lego's involvement with the company. Greenpeace first began campaigning against Lego's partnership with Shell, which has been in place for many years, last month. Lego responded to the first wave of images saying it is "saddened when the Lego brand is used as a tool in any dispute," and noting that it's "determined to leave a positive impact on our society and children."