How many kids will receive more opportunities to be glued to screens this Christmas? Lego’s Christmas ad reminds kids – and their parents – of the joy of real play.

The commercial, directed by Steve Ayson, and produced by Our Lego Agency, star stars Eddie, a typical 12-year-old who’d rather look at his screen than interact with his kid sister.

But Lego toys – Darth Vader, Iron Man, the Incredible Hulk, Ninjago, Glinda, Elphaba and Batman – have a better idea, reimagining Lionel Richie’s Hello as a call to the boy to rediscover the joy of imaginative play.

More than 97,000 Lego bricks and 220 animated figures were used in the spot.

“With our playful twist on a classic tune we’re asking families, Is it play you’re looking for? This campaign is a celebration of the joy and connection that play brings,” stated Remi Marcelli, SVP of global brand development at Lego Group. “We hope to inspire families everywhere to embrace their creativity and share special moments that will last a lifetime.”

“This holiday season, we’re inviting families to dive into a world of imagination and fun,” added Nic Taylor, head of Lego Agency. “Our Lego Holiday Choir is here to remind everyone about celebrating the joy of play and the magic that happens when we come together.”