You’ve seen them all too many times: an elated wife on Christmas Morning, sobbing tears of joy as she sees a brand new SUV in the driveway, topped off with that giant red bow; a highly polished business-type steering a performance sedan that miraculously hugs the White Cliffs of Dover at an impossible pace; and of course, (yawn) another time trial at the Bonneville Salt Flats; or maybe (just maybe) a couple of attractive hipsters cruising around their neighborhood, listening to indie rock, then putting bag after bag of organic groceries -- and a ten speed! -- into the trunk of their newly leased four-door. And, last but NEVER least: the local auto kingpin in a gorilla suit with a straw-boater, seemingly trying to prove that P.T. Barnum is still, oh so terribly right.   

Ok you get the picture, or should we say, you get the commercial.

And get this (and it’s a fun one) …take these tropes that we’ve seen a million times over and flip them LEGO style. That’s right, we’re inviting you to spoof car commercials to support the launch of a new LEGO Car product (the model is a secret!!!) coming out this summer. While we can't reveal the Mystery Car yet, know that it won't be your typical “toy.” This new set will be full of authentic details that take it to the next level!

See you at the brick-checkered flag!

What you need to know:

• We're looking for live-action or stop motion Pitches instead of 3-D animation.

The goal of this project is to create a 30 – 60 second Video with a 15 second cut down to “unveil” the new LEGO Mystery Car product. We want the content to be engaging, fun, playful and to promote highly-detailed, collectible LEGO offerings.

Videos should:

• Unveil that the LEGO Group is releasing a Mystery Car product this summer.

We want viewers to think: “THAT IS so cool, I want one!”

--Target Audience: Adults 18+

--Executional Mandatories:

• The Mystery Car (car will be revealed to Pitch Winners) should be mentioned at least 2 times.
• There should be at least one mention that the product will be available on LEGO.com on a specific date (date to be released to Pitch winners).
• There should be no depictions of car crashes.
• Cannot mention any other toy cars (e.g. Matchbox) or toy products.

--Tone:

• Light-hearted, fun, “cheeky” and attention grabbing.
• While the intention is parody & for adult audiences, please keep in mind that the LEGO brand is still a family brand. Any humor/characterization/execution still needs to be appropriate.

--Exposure: The video will be used in traditional and social media outlets and will be hosted on the LEGO Youtube channel. It will also be highlighted alongside product information in a LEGO mobile commerce app.

This Project will be worth a total of $35,000 and consists of two Phases: a Pitch Phase and a Video Phase. Be sure to read the following information carefully as well as the Official Rules.

PHASE 1: PITCH - Submit your Pitch (What Is a Pitch Phase?) convincing the Sponsor why you should be selected to execute a Video:

• Text (REQUIRED): 500 characters or less synopsizing how you plan to approach and execute this Video.

• Links (REQUIRED): To your previous video work. Please specify your role (producer, director, cinematography, etc.) and DO NOT INCLUDE LINKS TO YOUR SHOWREEL. Please link to individual videos.

• Script (Optional): This should include dialogue from the video you intend to create. 

• Treatment (Optional): A detailed narrative description of what's going to happen in the video. 

• Image (Optional): Additional concept art, storyboards, shot list, casting notes, anything that helps get your point across.

• Pitch Video (Optional): This is your opportunity to show us what you're capable of. Consider submitting a Pitch video in which you tell the Sponsor what they can expect should they choose your Pitch. Also, test videos, animatics, etc. are welcome.   

The THREE (3) most compelling Pitches will be selected and, upon submitting the Winner’s Affidavit and the IP Assignment, will each receive $2,500 to help create the Video. Additionally, upon submitting a Video that satisfies the criteria laid out in your winning Pitch, the Pitch winners will also be GUARANTEED a winning place in the subsequent Video Phase. So, if your Pitch is selected and you execute your Pitch effectively in your Video submission, you will win an additional $7,500, at a minimum, and have a chance to compete for the $12,500 First place Video prize (subject to deduction for one-time 5% residual payment to eligible Idea winners). For an example of an effective Pitch, check out Erik Beck’s winning “3 Artists & 5,000 LEGOs” Pitch video. All Pitches will remain private until after the winner of the Video Phase is announced and the Project is complete.    

PHASE 2: VIDEO – The THREE (3) winners from the Pitch Phase will each create a 30-60 second Video with a 15 second cut down based upon their winning Pitch.

--Video Phase Payout: Winners of the Video Phase will earn the following prizes: 1^st place $12,500, 2^nd place $7,500, 3^rd place $7,500 (less any 5% one-time residual payments paid to the Idea winners, as applicable).

--Music: Tongal has partnered with four premiere music providers: Audiosocket, Killer Tracks, Epidemic Sound and Music Dealers. Any of which can be used to source music for your Video submission to this Project. You may use up to THREE total tracks per Video submission, and they can come from any of the four providers listed above. Music from these providers is available to registered Tongal members at no charge solely for their incorporation into Submissions to this Project and will not require a separate Music Release Form. To learn more about using each of these music providers, click on any of the provider’s names above.

If you are selected as a winner and choose to use custom/original music, you must fill out and submit our Music Release Form. If you obtain music from other catalog providers, you must purchase the appropriate license at your own expense and submit it with our Music Release Form when you turn in your Video paperwork.  

--Referral: Any Tongal member who refers one of the winning Video creators in this Project using the Tongal “Invite Friends” functionality will receive a referral fee equal to 5% of the amount won (up to $500). That’s a potential $500 in bonus cash just for telling all of your talented friends about this Project! Check out more about our Referral Program in FAQ.

1. The Video MUST not exceed 60 seconds in length. Preferred format for upload to the Tongal website is HD 720p 16x9. Acceptable file formats are .mov, .avi, .mp4, .wmv. Acceptable codecs are H.264 (MP4), MPEG-4, H.263, MPGV, WMV, DivX. Should you win, you will also be required to provide a 1080p .mov master file, using a ProRes, Animation, or Uncompressed Codec

2. Unless provided otherwise, all work must be your own original creation and free of any copyrighted material. You shall provide detailed information of your work regarding the source, the creator and background information as requested by Tongal.

3. In the event you utilize any third party materials, such as music provided by a third-party music provider not provided by Tongal, you must obtain full written license and consent from the owner of such third party materials and provide such license and consent forms to Tongal.

4. BY SUBMITTING A VIDEO ENTRY, YOUR SUBMISSION IMMEDIATELY BECOMES THE SOLE PROPERTY OF TONGAL OR ITS ASSIGNEES – SEE OFFICIAL RULES FOR MORE DETAILS ABOUT OWNERSHIP OF ENTRIES. YOU MAY NOT PUBLICLY SHARE OR PUBLISH YOUR SUBMISSION IN ANY MANNER AND YOU MAY NOT POST OR UPLOAD YOUR SUBMISSION TO ANY WEBSITE OR VIDEO HOSTING SITE (INCLUDING, BUT NOT LIMITED TO, FACEBOOK, YOUTUBE OR VIMEO), WITHOUT THE PRIOR EXPRESS WRITTEN CONSENT OF TONGAL.  FAILURE TO COMPLY WITH THIS REQUIREMENT MAY RESULT IN DISQUALIFICATION OF YOUR ENTRY IN THE PROJECT.

5. Submissions cannot contain any profanity, offensive language, nudity or otherwise objectionable material, the determination of which is solely at the discretion of Sponsor.

6. Submissions must not portray Sponsor in a negative way, the determination of which will solely reside with Sponsor.

7. Videos must be in the English language or subtitled.

8. Limit 5 submissions per member, per Phase.

9. You must be at least thirteen (13) years or older to enter.

10. In the event that fewer than 15 Pitches are received, the Sponsor reserves the right to repost the contest for up to fourteen (14) days at their discretion.

11. In addition to the judging criteria stated in the OFFICIAL RULES, Pitches will also be evaluated on that member's ability to execute the final Video based on their prior work and experience as a filmmaker.

12. The Sponsor will be entitled to reasonable revisions on the finished Video(s) without providing additional compensation. Remember it's easier to re-edit than re-shoot so try to get as much coverage as possible.

13. In addition to the standard Tongal W-9, Winner Affidavit, and IP Assignment, winning Video creators MUST also provide Talent, Location, Music (or other) Releases for all assets appearing in their winning Videos, as well as a copy of a photo ID for all On-camera Talent releases. You must also provide all project files, editing sequences and a 1080p .mov master file, using a ProRes, Animation, or Uncompressed Codecto claim your prize.

14. See OFFICIAL RULESfor additional contest information, terms and conditions. If there is any conflict or inconsistency between these requirements and the Official Rules, the terms and conditions of these requirements shall prevail.