The Lego Movie 2 is Taking Over ITV's Ad Break This Saturday

By Tom Pritchard on at

The Lego Movie 2 isn't out until next week, but the marketing campaign is still working hard to try and get your bums in cinema seats. Now the film is set to take over an entire ITV ad break this weekend, complete with Lego versions of normal adverts.

The ad-break is set to take place during The Voice on Saturday (2nd February), and features Chris Pratt's Emmet on stage talking about how great it would be to have his own ad break. It's a weird life goal, admittedly, but we can't judge Emmet for wanting to swap his construction career for a allure of the advertising industry.

Of course Emmet will be getting his own ad break almost immediately, and its set to feature Legofied versions of adverts from McDonald's, DFS, and Lego itself. Characters from the new film are set to take part, and presumably DFS will be having some sort of sale on double-decker sofas.

This isn't the first time this has happened, either. Back in 2014 the original Lego Movie was promoted with a similar ad break, featuring Lego ads from BT, Premiere Inn, and Confused.com. Similarly The Lego Batman Movie was promoted on Channel 4, by having Will Arnett's Batman take over the continuity announcements between programmes.

Sarah Nugent, managing partner at marketing agency PHD, added:

"Building on the success of the launch campaigns for The Lego Movie and The Lego Batman Movie, we were keen to increase the ambition of both how many ways we could bring the positivity of The Lego Movie 2 to life and how large a canvas we could deliver its message across.

"We are delighted to have been able to partner Warner Bros with some of the UK’s biggest media brands to achieve both of those ambitions."

The Voice is on at 8pm on Saturday, and lasts an hour and a half. It's not currently clear which ad break will feature all the Lego. [Campaign Live]