Gravelly-voiced toy superhero Lego Batman has landed a new role: introducing TV programmes on Channel 4. He's not doing a Max Headroom, though - it's a Warner Bros promotion for the new Lego Batman movie.
Campaign reports that the TV takeover will start this afternoon at 4.45 and run until Sunday. There are 18 different videos, voiced by the official voice of Lego Batman, Arrested Development star Will Arnett. Who presumably has a very sore throat today.
While it's the first time Channel 4 has done an ad break takeover like this, it's not the first time Lego has - back in '14, they recreated all the ads in a particular ITV break with bricks to promote The Lego Movie. More than 5 million people watched those ads, and presumably Warner Bros is hoping sassy Lego Batman announcements can do the same for their film.
WB are going hard on the promotion for the new film, including releasing a hilarious behind-the-scenes featurette that had us snort-laughing at Batman being credited as "Bruce Wayne's roommate." If you haven't seen it yet, it should tide you over 'til the film comes out on February 10th.
Main image: Campaign/Drum