Yeah, I'm thinking this is going to backfire, big-time.
Regardless of the politics of environmentalism, which I'm not really looking to debate beyond suggesting that Shell does not literally go around drowning people and their puppies, depicting the nasty death of two of this year's most well-liked kids-movie heroes - as a slowed-down, "tragic" version of their peppy, positive theme song plays - is a shitty thing to do just to get people to protest Lego's ties to Shell oil. Plus, how much of that evil Lego did you have to buy to make this anti-Lego comnmercial?
The video's YouTube description says: "Children's imaginations are an unspoilt wilderness. Help us stop Shell polluting them by telling LEGO to stop selling Shell-branded bricks and kits today." Yeah, unspoilt till you just murdered two of their heroes. Hey, I'd like my banks to be better regulated - maybe I'll just rip the head off a My Little Pony plush to make that point. Hasbro probably uses a bank too, right?
UPDATE: Lego doesn't even sell Shell-branded bricks any more. They replaced them a while back with the fictional Octan company...run in the movie by the evil Lord Business. Though it does seem they re-upped recently, so maybe more are coming. (h/t EvilMonkeyPope in comments)
via The AV Club