Jay Maas (member of Defeater and engineer for Bane, Verse, Shipwreck, etc.) was commissioned by Lego to create a Lego-centric hardcore song, for which he recruited Chris Wrenn (owner of Bridge Nine Records) to do vocals. Maas played all the music on the song that was penned by Toby Dutkiewicz (brother of Adam Dutkiewicz of Killswicth Engage) who also happens to work at Lego as a Art Director. Lego then created a stop-motion animation live video, set to the song and made entirely of their toy pieces.

I don't know about you, but this just sealed the deal on what my nephews are getting for Christmas. Brand marketing doesn't get much more clever than this.