In the run-up to the movie’s release 10 February, Batman will pop up during Channel 4’s editorial announcements across the four days, going back and forth with the announcer as a dynamic duo of sorts.
The deal, put into action by PHD, Drum and 4Sales through its creative arm PL4Y, will also grant the movie more exposure with Batman appearing in centre breaks too, tying into ‘Batman barges in’ activations taking place in UK cinemas.
The ads were written by Drum (Not The Drum) and were produced by Warner Bros Pictures, looking to bring to life the irreverent slapstick nature of the movie, giving Batman the chance to boast about just how good he really is.
Martin Gough, deputy marketing director of Warner Bros UK, said: “We are delighted to be able to bring Lego Batman’s hilarity to life in such a contextually perfect and high-profile platform as Channel 4’s peak time schedule. Whilst this partnership might not land him a full-time job as a continuity announcer anytime soon, I’m sure it will make a big impact in the run-up to the launch of the movie.”
Mike Florence, PHD’s chief strategy officer, added: “This partnership provides the perfect launch pad for our ‘Batman barges in’ media activations. The team at Channel 4 has been so impressive in how they’ve been able to make our vision come alive. This partnership is another great example of how much flexibility and creativity can be applied to using spot TV.”
The first ad will air at 4.45pm Thursday 2 February, followed by 18 specially scripted and animated intros for peak time Channel 4 shows across the four days, in more than 40 ad spots.