LEGOLAND RESORTS

Since mid 2023, I’ve had ongoing work with Cornett as a freelance copywriter. I was tasked with punching up existing copy to add more comedy, conceptualizing new ideas for campaigns, and writing scripts for :30 and :15 spots.

I worked on two different briefs - “Where Real Fun Happens” and “Take Back Play”

BRIEF #1 - “WHERE REAL FUN HAPPENS”

INSIGHT:
Parenthood is stressful. Soccer practice, screen time, bedtime enforcement, whatever this whole “new math” thing is…there’s a million things to stay on top of. When you finally get away, there’s a lot of pressure to make it perfect—after all, when are we ever going to find the time again?

IDEA:
LEGOLAND is where you and your family can enjoy some real fun. This place makes it easy to just enjoy time with your family, and the inevitable unplanned imperfections are the best part.

HEADLINES I WROTE

PTO? You mean Pirate Time Off? (Parents and Kids getting drenched at Pirate Reef)

Large Scale Fun (Kids losing their minds on the dragon coaster)

Unlimited PT-ARGH! Policy (Kid making a pirate face at Pirate Reef)

Corporate Jargon? You mean, KYAH! (Kid kicking the air in a NINJAGO outfit)

Time flies (backwards) when you’re having fun. (Awestruck kid looking at the ancient Egypt LEGO sculptures in Adventurer Club)

Where they can finally be a pirateninjaspacemanwhatever (Kid wearing a piece of gear from basically every exhibit)

LEGO of the Itinerary. (Kid tossing a LEGOLAND map up in the air)

:30 SPOT SCRIPT

Chipper elevator music, with a calm female host walking through a spotless empty park.

Welcome to LEGOLAND, a theme park designed for perfect fun.

VO: Here, children are always on their best behavior.

Smash cut to two kids just annihilating their dad with NINJAGO swords, dad thinks it’s hilarious.

VO: Everyone follows directions perfectly.

Smash cut to a group of kids and parents at Dig Those Dinos. Kids are covering one of their siblings in sand as the sibling tries to make sand angels. They’re giggling ferociously.

VO: And everyone smiles for the camera.

Smash cut to a mom trying to take photos of her kids, but the kids are moving so much all the photos turn out blurry. She throws her hands up, laughing, and joins in on the fun.

VO: Everyone puts their best foot forward.

Smash cut to a dad breakdancing along with Benny. His kid is LOSING it giggling.

VO: Nobody is up past bedtime.

Smash cut to two kids in NINJAGO costumes sneaking up on a sleeping dad in the hotel room. They get him AGAIN with the swords, he wakes up and starts laughing.

VO: Adults are always listened to.

Smash cut to parents trying (and failing miserably) to wrangle kids down from Benny’s Spaceship and the kids are pointing and laughing.

BRIEF #2 - “TAKE BACK PLAY”

Insight:
There’s a play shortage. America’s families are overscheduled, overstressed, and alarmingly low on fun, play, and imagination. We have less time than ever before to play with our kids—and when we do, our kids know we aren't fully engaged.

Idea:
We’re taking it back. True play—not passively experiencing rides, not consuming content, not watching stories happen in front of you—is what LEGOLAND is all about. The revolution starts here, and it continues long after you leave the park.

:30 SPOT SCRIPTS

SCRIPT #1

Kid BURSTS into a room where the whole family is watching screens. It’s mom, dad, and sibling. It’s dark and depressing.

Kid - Okay listen up fart knockers!

Mom and Dad - Hey!

Kid - I don’t wanna hear it! We never play anymore! Dad, you are always on email meetings, wouldn’t you rather ride awesome dragons?

Dad - *Thinks about it*

Kid - And mom, I've seen you dancing in the shower. Don’t you wanna show those moves off?

Mom - *Thinks about it, smiles*

Kid - and Ryan all you wanna do is drive the car-

Dad - Which he should NOT do. Remember last time…

*Ryan smiles*

Kid - YES but there’s a place we can do all this.. even the car… safely

*Kid turns the TV back on and it’s a LEGOLAND ad*

Kid - ….at LEGOLAND!

SCRIPT #2

Kid BURSTS into a room where the whole family is watching screens. It’s dark and depressing. She SLAMS the off button on the TV and JUMPS to hit the light button - turning them on.

*Everyone looks at her*

Mom - (whispering to dad) Is that a bad word?

Dad - (whispering back) No idea, let’s see where this goes

Kid - Ryan, you always wanna be on a pirate ship!

Ryan - Yeah! I mean, Arghh! Matey!

*Dad’s eyes light up*

Kid - Sophie, you always wanna be a ninja!

Sophie - Hyah!!

*Dad lost deep in thought, Mom is concerned*

Kid - And-

Dad - *thousand yard stare* Ever since I was a kid I’ve always wanted to be a spaceshipfiremanDJ… but I never thought it was possible…

*Everyone stares at him, Mom laughs*

Kid - Okay well, that’s… awesome! So let’s get off our butts and go play at LEGOLAND!