Need a distraction from the Middle East conflict and ISIS? Tired of reading about ebola and the shortcomings in containing it? How about an advertisement war featuring three highly visible global brands and seemingly not much in common? Yes, champions of the environment, Greenpeace, beloved Danish toymaker Lego and Dutch petchem major Shell are sparring on the internet over what the Amsterdam-based non-profit organisation has deemed an inappropriate partnership between “Big Oil” and the building block producers sponsoring the production of a high-profile video spot launched in July to illustrate its point.

It seems the latest contract between the Dutch and the Danes, signed in 2012 and offering Lego toys with the Shell brand at petrol stations in several countries was too much for Greenpeace to swallow. The result? After more than 30 years of partnering with Shell, Lego has announced it will end its cooperation as it takes it role with children and delivering creative play seriously.

If only other international brouhahas could be resolved with a 2-minute video clip?!

Watch the advertorial on YouTube