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ITV reshoots entire ad break with Lego in madcap movie marketing stunt

ITV has reshot a full ad break with Lego mini figures in a stunt outlining the second Lego Movie's upcoming cinema release.

The campaign, brokered by PHD, saw ads from DFS and McDonalds recast with Lego characters over the initial audio dub.

The work ran during the Saturday (2 February) airing of The Voice on ITV. Emmet, the movie's lead character, opened the spot by saying how 'awesome' it would be to have his own break.

In the UK, Lego also boasted partnerships with tabloid The Sun that culminated in an Awesome Week activation, and a weather report takeover on radio station Heart FM.

In 2017, Lego took over Channel 4 with Will Arnett voicing spots that plugged Lego Batman.

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