The bespoke ad break aired during The Voice on Saturday and featured the main (Lego) man himself, Emmet (voiced by Chris Pratt). Emmet spoke directly to the viewers exclaiming how ‘awesome’ it is to be able to introduce the Lego themed ad break. The break featured official brand partners including DFS, McDonalds and Lego. The interval concluded with a trailer for the upcoming film, with Emmet giving the outro.
This isn’t the first time the Lego movies have infiltrated our ad breaks. PHD created a similar ad break back in 2014 to promote the release of the original Lego movie, where ads such as BT and Confused.com were recreated with Lego. Also, in 2017, Channel 4 had an ad break taken over by Warner Bros which promoted the spin-off film, The Lego Batman Movie. As both these campaigns recieved Media Week awards it’s no surprise that Warner Bros and ITV have brought Lego back to our ad breaks.
Sarah Nugent, Managing Partner at PHD said "Building on the success of the launch campaigns for The Lego Movie and The Lego Batman Movie, we were keen to increase the ambition of both how many ways we could bring the positivity of The Lego Movie 2 to life and how large a canvas we could deliver its message across…We are delighted to have been able to partner Warner Bros with some of the UK’s biggest media brands to achieve both of those ambitions."