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First ever LEGO ad break on Sunday

Full LEGO ad break to air during Dancing on Ice.

LEGO advert

Keep our eyes peeled this Sunday for the first-ever entire LEGO ad break.

During Sunday night’s Dancing On Ice, three advertisers will be immortalised in LEGO with the fourth and final ad being the exclusive trailer for the movie. The advertisers taking part are Confused.com, Premier Inn and BT.

The adverts are to promote the theatrical release of Warner Bros’ The LEGO Movie and have been put together by Omnicom Media Group’s PHD. 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. The LEGO ads have been re-created by ITN Productions and Bricksports.Characters from the movie will appear on screen between each advert.

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 LEGO Movie will be released in the UK on 14th February. Check out some preview images from the advert break below:

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