Everything is awesome, right? Not if you ask Greenpeace.
Fans of "The LEGO Movie" and its popular song are sure to be traumatized by the environmental organization's latest video, which was posted to YouTube on Tuesday.
It shows LEGO characters laughing and playing in an idyllic, Arctic-like setting before it takes a dark turn.
A Shell drilling operation enters the frame and all the happy characters find themselves drowning in oil as a melancholic version of "Everything is Awesome" plays in the background.
Greenpeace released the video as a means to pressure the toy company to sever a partnership with Shell, according to blog post on the organization's website.
"Every company has a responsibility to choose its partners and suppliers ethically," the post said.
"LEGO says it wants to leave a better world for children and has a progressive environmental policy. But it's partnered with Shell, one of the biggest polluters on the planet, now threatening the Arctic."
The campaign comes just over two years after LEGO entered into an agreement with the oil giant to sell branded toys at gas stations in 26 countries, Forbes reported.
Greenpeace campaigner Ian Duff believes it's an attempt to rehabilitate the company's image after it was banned from drilling in the Arctic, he told the magazine.
A Shell spokesperson said the ban only applied to offshore Alaska.
LEGO and Greenpeace have been in talks about the issue since last fall, but the organization planned the campaign when it deemed discussions didn't seem to be leading anywhere. It launched on July 1.
Jørgen Vig Knudstorp, LEGO's CEO, responded to the campaign in a statement, saying Shell and Greenpeace should work matters out between themselves.
"We are saddened when the LEGO brand is used as a tool in any dispute between organizations," he said.
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