Warner Bros has recreated four British ads to promote the forthcoming Lego Movie. PHD conceived the activity, in which the movie studio took over an entire commercial break and aired imitations of existing spots using CGI Lego characters. Warner Bros also worked with ITN Productions, Bricksports, Drum, Brotherhood Workshop and The Moving Picture Company on the project. The takeover aired on 9 February during an episode of ITV’s Dancing On Ice. The activity, which comprised makeovers of ads for the British Heart Foundation, BT, Premier Inn and Confused.com, was devised by David Wilding.
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