Some people send Lego men spaceward on rockets, while others can only dream — or build giant Lego barrel organs dedicated to Star Wars.
To promote the 3D version of The Phantom Menace, German ad agency Serviceplan Campaign turned heads (and arms) with this mammoth instrument created from more than 20,000 Lego bricks.
When it's rotated with a hand crank, the barrel's many trees, buildings, and other Lego structures trigger levers that strike keys on a keyboard. That, in turn, plays the series' main theme.
Constructed by pro Lego builders Rene Hoffmeister and Axel Al-Rubaie, the barrel highlights settings from the films — the Death Star, Hoth, Tatooine and Endor.
The organ has made the rounds of German theaters to promote related Lego kits in conjunction with the film's release.
It bears a QR code linked to www.starwars.lego.com, so that moviegoers can order the kits that were used to build it.
If only the film itself were this cool.