Prime time goes plastic as LEGO embarks on TV takeover

Don’t adjust your set: plastic really did embark on a TV takeover on Sunday night after ITV1 aired the ‘world’s first’ ad break made entirely from LEGO.

In order to promote the upcoming release of The LEGO Movie, a series of animated commercials were recreated using LEGO characters for the likes of advertisers including Confused.com, Premier Inn and BT.

The stop-motion versions of the adverts were screened during an advert break of ITV’s Dancing on Ice on Sunday 9th February.

“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, part of the group that created the adverts.