Things we like: ITV goes all Lego, LBC goes national, HuffPo goes Outdoors

This week, things we like includes ITV's Lego ad break, London's LBC becoming a national digital network and the Huffington Post's partnership with Outdoor Plus.

Things we like: ITV goes all Lego, LBC goes national, HuffPo goes Outdoors

Lego's ad makeover

Lego breathed new life into some well-known TV ads at the weekend, when an ad break comprising spots made entirely of the bricks aired during Dancing On Ice. Recreations of ads from BT, Premier Inn, and the British Heart Foundation proved a hit with ITV’s five million viewers and proceeded to set Twitter alight. Created by Omnicom’s PHD and Drum, and commissioned by ITN Productions and Bricksports, the initiative shows media collaboration at its best.

AOL’s win/win with Outdoor Plus

The power of collaboration was also apparent as AOL’s Huffington Post partnered with Outdoor Plus this week. The tie-up promises to provide news and views from the website across 14 shopping centres, including Kent’s Bluewater, Manchester Arndale and Intu Metrocentre in Newcastle. The move will no doubt boost awareness of AOL’s aspiring two-year-old news site in the UK. Outdoor Plus’ Steve Atkinson said a few content providers were considered but called HuffPo’s partnership "a really good fit and harmonious".

LBC going national

The London radio station LBC became a national digital network this week. The launch follows news that radio enjoyed record listeners in the UK in 2013’s final quarter. LBC claims to be the UK’s first and only commercial news talk radio station and went live with sponsorship from the Financial Times. Mike Gordon (pictured), the managing director of commercial at Global Radio, LBC’s parent, called it "a seminal moment" and "a great proposition for advertisers".

And one thing we don’t…

Slow progress of mobile payments
Widespread contactless mobile payments still feel a long way off in the UK, despite excitement about Weve’s new partnership with MasterCard. Weve says the agreement means EE, Vodafone and O2 customers will be able to use existing banking apps if their phones are near field communication-enabled and would allow up to 80 per cent of mobile users to pay for everyday offers, travel and bills with their phones. But any roll-out will not begin until 2015 and, even then, the question remains: will it be adopted?