A Lego version of the comedian Lenny Henry will appear in a Lego re-working of the Rainey Kelly Campbell Roalfe/Y&R-created Premier Inn ad he is currently appearing in.
BT’s latest "flatmates" TV ad by Abbot Mead Vickers BBDO and a Publicis London-created Confused.com spot, starring the price comparison website's mascot Brian The Robot, have also been given the Lego treatment.
The ads replicate the scenes and action of the spots in Lego bricks, set to the original soundtracks.
The break was created by media agency PHD, with its sister content agency Drum, and is to promote their client Warner Bros's upcoming film ‘The Lego Movie’.
The ads will appear in the centre ad break of ITV’s ‘Dancing On Ice’ on Sunday, at around 7.28pm. The final spot in the break will be a trailer for ‘The Lego Movie’ and characters from the movie will also appear in between the Lego ads.
PHD, Drum and ITV developed the break and commissioned ITN Productions and Bricksports to produce the Lego versions of the ads.
Confused.com, BT and Premier Inn paid for the ad space and for the cost of producing Lego versions of their spots. The break is the result of a complex project involving approval from the three brands, Warner Bros and the creative agencies that made the original ads.
David Wilding, the head of planning at PHD, said: "To support the launch of a movie in which the whole world is made of Lego, we came up with the idea of transporting ITV viewers there.
"It’s a testament to the strength of the idea, just how much passion, energy and sheer enthusiasm every partner in this project has put in and we can’t wait to see the results."
The Confused.com Lego film features the Brian the Robot character speaking to some young people in car park and offering them advice on how to save money.
Fiona Creedon, the head of advertising at Confused.com said: "Seeing Brian immortalised in Lego represents an iconic moment for the brand."
The original BT ad, meanwhile, features the telecom giant’s three reoccurring flatmate characters.
David James, the consumer marketing director at BT, said remaking its ad in Lego "has been a lot of fun and is a great opportunity to make our customers smile".
Meanwhile, Lego bricks have also been used to recreate a spot, "in bed with Lenny", from RKCR/Y&R's £15 million campaign for Premier Inn, which shows the comedian in a bed in various locations, including a train station and a forest.
Russell Braterman, the marketing director for Premier Inn, added: "To see our latest TV ad in Lego bricks reflects the multi-channel approach we have adopted for our latest campaign - I love the innovative and relevant media first of the ad break."
Braterman added that the Lego version would see "some of the UK's most iconic landmarks immortalised in colourful Lego bricks".