ITV to Feature All-Lego Ad Break

The ITV Network will take ad breaks during the popular "Dancing on Ice" show which will be featured entirely in Legos. It's a first in advertising, but given the forth coming Lego movie, it is a coup for the maker of Legos because every ad for BT, Confused.com, or Premier Inn will always be a plug for the brick-like toy.

Lego replicas for celebrities endorsing products will appear as Lego people. For example, comedian Lenny Henry will have a miniaturized version of himself in Lego form for his Premier Inn commercials. Also a trailer for the Lego movie will air and various Lego characters from the movie will make cameos in the different ad spots.

The film is set to air in UK theaters on the 14th of this month and reviews for the film are very good. The $60 million 100 minute film starts playing in US theaters today. The screenplay for the film is said to be witty, wild, and provide a roller coaster of fun for people of all ages. The basic plot of the film centers on the character Emmet who is mistaken for a well-known professional who goes by the nickname "Masterbuilder". Actors Morgan Freeman, Liam Neeson, and Elizabeth Banks are among the cast.

[caption id="attachment_79070" align="aligncenter" width="460"] Lenny Henry beds down in a remake of the Premier Inn ad to promote The Lego Movie
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Check out a trailer for the new Lego movie below.

On The Web:
Lego Lenny Henry anyone? ITV to air first ever ‘all-Lego’ ad break during Dancing On Ice
http://metro.co.uk/2014/02/07/plastic-bricks-to-take-over-itv-with-first-ever-all-lego-ad-break-during-dancing-on-ice-4294450/