By Imogen Watson | Senior reporter

December 21, 2018 | 2 min read

Furniture retailer DFS has partnered with The Lego Movie 2 for its winter sale campaign, which stars the cast of plastic minifigures.

Created by Krow, the ad opens with the characters of the Warner Bros blockbuster animation, including Lego Batman, Sweet Mayhem, Unikitty, Benny, Lucy and Emmet, squashed uncomfortably on a rickety two-tiered sofa.

Complaining that the seat is intolerable, the figures fight for space and a good position, until the movement and weight place too much strain on the chair, and it ultimately collapses beneath them.

Led by Emmet, the Lego characters embark on a mission to find themselves some comfy sofas and, in their words, “save our butts”.

Their quest for comfort brings them to their nearest DFS store where each of the characters finds the perfect DFS sofa for them, including a cool black recliner for Batman.

The campaign launches today (21 December) on TV and online and will run for 11 weeks.

This isn't the first time this year the characters from The Lego Movie have starred in an ad campaign. Back in August Turkish Airlines revealed its in-flight safety video to be a colourfully bonkers film starring the cast, with all the self-referential humour of The Lego Movie franchise.

DFS marketing director Nick Ashworth said: “As brands, DFS and Lego share the same commitment to bringing families together. For us, it’s about bringing them the 'joy of comfort', for Lego it’s about the 'joy of building'."

Jo Jephcott and Gemma Galvin, creatives at Krow, said: “Teaming up with The Lego Movie 2 team was such an exciting creative opportunity. It’s not every day you get to work with movie stars as big, or as little, as Lego Batman and Emmet. The films are loved by children and parents alike making it a perfect partnership for DFS.”

DFS: The Lego Movie x DFS by krow Group


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