Warner Bros. teamed up with the U.K.'s biggest commercial channel, ITV1, this weekend to promote its upcoming film "The Lego Movie" by recreating an ad break in Lego. The entire three-minute break, which ran during Dancing On Ice, recreated already-running ads by The British Heart Foundation, Confused.com, BT and Premier Inn (with a Lego rendition of comedian Lenny Henry) before moving on to a promotional trailer for the movie. The ad break was created for ITV with Warner. Bros' media agency PHD.
The Lego Movie, which stars Will Arnett and Elizabeth Banks, opened in theaters in the U.S. on Friday.