Ads for Confused.com, Premier Inn and BT are going to get the Lego treatment on Sunday 9 February, in the run up to the launch of the Lego Movie.
PHD conceived and planned the break with Warner Bros. and, in partnership with ITV and sister content specialist agency Drum, sourced the production partners to re-create the work.
PHD’s head of planning, David Wilding said “To support the launch of a movie in which the whole world is made of Lego bricks, we came up with the idea of transporting ITV viewers there, taking iconic characters and talent such as Confused.com’s Brian the Robot, the BT flatmates and Lenny Henry and giving them the Lego treatment. It’s a testament to the strength of the idea, just how much passion, energy and sheer enthusiasm every partner in this project has put in and we can’t wait to see the results.”The ads are set to appear during ITV’s Dancing on Ice on Sunday, with the fourth ad during the break being a trailer for the movie, which will hit screens on 14 February.
Russell Braterman, Premier Inn brand marketing director, said of the activity: "To see our latest TV ad in Lego bricks reflects the multi-channel approach we have adopted for our latest campaign - I love the innovative and relevant media first of the advert break.”
David James, BT consumer marketing director, added: “We are delighted to be able to partner with Warner Bros. on the release of The Lego Movie. Remaking our current ‘flatmates’ advert in LEGO bricks, has been a lot of fun and is a great opportunity to make our customers smile. We are very pleased with how the final ad looks.”The Lego ads have been re-created by ITN Productions and Bricksports.
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