This ​LEGO spot is Ditch Perfect

In Ayles' film, we watch as parents observe the internalised messages exhibited in the girls’ attitudes toward playing with LEGO, and discuss the measures they plan to take for building their creative confidence. It explores how small changes to our language can make a big difference, removing the pressure for perfection and allowing girls to play unapologetically.

The majority of parents also noted that gendered descriptions are commonly used to assess the creative outputs of male versus female creators, with terms such as “pretty,” “cute” and “beautiful” commonly attributed to girls, while words such as “brave,” “cool” or “genius” are more often applied to boys. For Lego, these findings are extremely meaningful, as it views itself as a champion of creativity.