To promote the release of The LEGO Batman Movie, LEGO Batman became a self-appointed, ‘unofficial’ member of Channel 4’s peak time continuity team.
For four days LEGO Batman provided ‘alternative’ Channel 4 continuity announcements, introducing a variety of peak time, popular Channel 4 shows in more than 40 ad spots. In some shows, he even reappeared in the centre breaks.
Created through a collaboration between PHD, Warner Bros. UK, Channel 4 and Omnicom Media Group’s content and creative arm Drum, the ads are the first execution of a series of ‘Batman barges in’ media activations heading into the launch of the film in cinemas.
The partnership was conceived and aligned by PHD, Drum and 4Sales through their creative arm PL4Y.
Deputy marketing director of Warner Bros. UK, Martin Gough, said, “We are delighted to be able to bring LEGO Batman’s hilarity to life in such a contextually perfect and high-profile platform as Channel 4’s peak time schedule. Whilst this partnership might not land him a full-time job as a continuity announcer anytime soon, I’m sure it will make a big impact in the run-up to the launch of the movie. ”
PHD’s chief strategy officer, Mike Florence, said, “This partnership provides the perfect launch pad for our ‘Batman barges in’ media activations. The team at Channel 4 has been so impressive in how they’ve been able to make our vision come alive. This partnership is another great example of how much flexibility and creativity can be applied to using spot TV.”
Drum’s creative director, Matt Cole, said, “Even though I’m sure in Batman’s mind this whole thing was his idea, he begrudgingly acknowledges that it’s ‘kinda cool’ to have the opportunity to show Channel 4 audiences how awesome he is at this TV presenting stuff. Gee thanks, Batman.”
Chris Braithwaite, agency principal at Channel 4, said, “This is a first for us and has meant massive collaboration across the channel. Batman’s irreverent, edgy style sits nicely with Channel 4’s and our viewers are going to love it.”