Lego Movie TV Advertising

Explain how the lego movie broke boundaries with branded marketing; how it targeted the different sections of their target audience; and whether it was successful or not. 

The lego movie broke boundaries with branded by having a very good idea of creating a different way to advertise this way putting all a lego advert of ITV. This helped the promotion of the Lego movie , on a channel which would allow them to maximise our message to the core target audience (families with young children). They used 4 familiar and modern uk television ads - British heart foundation , confused.com , BT and premier inn that were recreated in frame by frame and brick by brick in lego to announce its going to be out soon. 

To ensure that the break felt as much like real-life had been turned into Lego as much as it possibly can, they made sure to use 4 ads that were all live/recent campaigns and not to remakes of classic ads of previous years. They made sure their was a link between the lego versions of the real life ads the added a small 2 second "sting" featuring a character from the lego movie and at the end of the break they added 40 second trailer for the Lego movie itself. ITV also introduced the break with a voiceover informing viewers that “to celebrate a much anticipated new movie coming to cinemas, we’ve assembled a very special ad break”.