The Lego Movie is very nearly here and the wait is even less to see these little Lego guys in action with their first official ad breaks ever! To promote the highly anticipated animation, Warner Bros’ and Omnicom Media Group’s PHD have created an entire ITV ad break, entirely in Lego. Yes- you heard it correctly, an advert break consisting of the usual ad’s except they are re-created with Lego.
The companies who have got in on this are Confused.com, Premier Inn and BT. Who doesn’t want to see a Lego Lennie Henry, in a Lego Premier Inn bed? The Confused.com robot is even more adorable as Lego, amongst lots of different coloured and sized Lego cars and the happy customers in the BT advert all add up to some great advertising!
If this wasn’t enough, they have cut clips of the movie and its characters in between the adverts to promote the movie a bit more. Three advertisers will consist of LEGO in the main ad-break of the popular ITV’s Dancing on Ice this Sunday, 9th February. What’s more, the fourth and final ad in the break during the show will feature an exclusive trailer for the movie which is released in the UK and Ireland on Friday, February 14th. The LEGO ads have been re-created by ITN Productions and Bricksports and if this doesn’t get you in the mood for a feature long Lego installment, nothing will!
The Lego Movie, shot in 3D computer animation follows a perfectly average minifigure, Emmet who is mistakenly identified as the most extraordinary person and the key to saving the world. It is then down to him to embark on an epic quest to stop an evil tyrant, a journey for which Emmet is hopelessly and hilariously under prepared. Taking on the voices of the yellow men consists of Chris Pratt, Will Ferrell, Elizabeth Banks, Will Arnett, Nick Offerman, Alison Brie and Charlie Day, along with Liam Neeson and Morgan Freeman. Quite an all star cast and from the trailers, they all look to do a great job alongside Phil Lord and Christopher Miller’s (Cloudy with a Chance of Meatballs) direction.
Alex Lewis, VP, Director of Marketing at Warner Bros. is all for the ad – “The LEGO ad break is an inspired and truly innovative media first, one the that captures the very essence of the LEGO Movie and does a brilliant job of amplifying this eagerly-awaited title.” ITV seem pretty ‘pumped’ to be a part of this as well with Account Sales Manager, Kim Gilroy stating, “We are thrilled to be working with Warner Bros. and PHD to launch this exciting campaign. This partnership is a great example of what ITV can do for brands to bring truly unique experiences to viewers.”
Looks like everyone is excited to see what this ad break will hold. To get you in the mood for The Lego Movie here is the trailer and few teaser stills from the ad break – remember to tune in tomorrow to catch this exclusive footage of the popular toys Lego!
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