Block by block, they must have been building themselves up for a stunt like this for months. To promote the launch of the LEGO Movie, an entire ITV advert break will be recreated in LEGO this Sunday.
Taking place during one advert break of Dancing on Ice (ITV, 6.15pm), three adverts – Confused.com, Premier Inn and BT – will be given the LEGO makeover. These will be followed by the official trailer for the movie, which is released in the UK on February 14.
The Director of Marketing at Warner Bros, Alex Lewis said: "The LEGO ad break is an inspired and truly innovative media first, one that captures the very essence of the LEGO Movie and does a brilliant job of amplifying this eagerly-awaited title."
David James, BT Consumer Marketing Director added: "Remaking our current 'flatmates' advert in LEGO bricks has been a lot of fun and is a great opportunity to make our customers smile. We are very pleased with how the final ad looks."
The LEGO Movie, described by the Telegraph's film critic Robbie Collin as "a shot of pure forward-leaping, backward-dreaming animated pleasure", stars Chris Pratt, Will Ferrell and Elizabeth Banks. The 3D film follows Emmet (Pratt), an average Joe in the LEGO world who is mistakenly identified as the man to save the planet.
