In promotion of the upcoming Lego Movie, ITV is to remake a batch of its adverts with the children's building blocks, with Confused.com, Premier Inn and BT all getting the Lego treatment.
The stunt will come during the middle break of Dancing On Ice on Sunday 9 February, with the BT flatmates being recreated using the popular toy, along with comedian Lenny Henry (currently shilling for Premier Inn) and Confused.com's Brian the robot.
The Lego Movie is shaping up to be a big hit when it is released next week, following a series of very successful trailers.
It follows Lego minifigure Emmet, voiced by Chris Pratt, who is reluctantly dragged into a quest to stop an evil tyrant after being mistaken for the prophesied MasterBuilder.
It has secured a wealth of voice acting talent, with Morgan Freeman, Jonah Hill, Will Ferrell, Will Arnett and Channing Tatium also taking roles.
"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," said David Wilding, head of planning at PHD, the company behind the project.
"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."
Alex Lewis, VP, Director of Marketing, Warner Bros added: "The LEGO ad break is an inspired and truly innovative media first, one the that captures the very essence of the LEGO Movie and does a brilliant job of amplifying this eagerly-awaited title."
The Lego Movie opens in the US on February and in UK cinemas on February 14.Reuse content