Lego
ITV will air an entire ad break made from Lego this Sunday (09.02.14).
BT, Confused.com and Premier Inn will all screen commercials using the children's building block toy to promote the release of Warner Bros.' new film, 'The LEGO Movie'.
The adverts will air during ITV's primetime show 'Dancing on Ice' at around 7:28pm and will be interspersed with character clips from the new movie, as well as a new trailer.
The Premier Inn advert will see the company's promotional frontman Lenny Henry recreated using Lego.
The trio of ads were masterminded by media agency PHD.
The company's head of planning David Wilding said: "To support the launch of a movie in which the whole world is made of Lego, we came up with the idea of transporting ITV viewers there.
"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."
Premier Inn's marketing director Russell Braterman added: "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 ad break."
Tagged in Lenny Henry