This evening, during an episode of Dancing on Ice, ITV ran an ad break where all the commercials were depicted in Lego. The stunt was created to promote the forthcoming release of The Lego Movie.
Included in the break were Lego versions of spots for Premier Inn, BT, and Confused.com, and between these characters from the movie also made appearances. The full ad break can be watched below:
The event was conceived by PHD alongside Warner Bros in partnership with ITV and its sister content agency Drum. The Lego versions of the ads were created by ITN Productions and Bricksports, a company that has carved a niche for itself creating Lego versions of major sporting and other events. The three brands featured paid for the Lego versions of their ads to be made.
The Lego ad break proves that even the most mainstream TV ad spaces can, in the right circumstances, be used in a playful and slightly cheeky way. Everybody loves Lego, so all the brands, and especially the Lego Movie, come out of the experience looking good, and for the audience it was certainly a lot more entertaining than the typical Sunday night ad break.