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From Sunday 5th February, LEGO® Batman became a self-appointed, ‘unofficial’ member of Channel 4’s peak time continuity team leading up to the release of The LEGO Batman Movie, from Warner Bros. Pictures, Warner Animation Group and LEGO Systems A/S.
In a series of first-of-their-kind ads, LEGO Batman will provide ‘alternative’ Channel 4 continuity announcements, giving his very own self-assured intros. The ads, featuring the vocal talents of the film’s Will Arnett as LEGO Batman, will air alongside Channel 4’s own editorial announcements across the four days. In some shows, he will even re-appear in the centre breaks just in case viewers were missing him.
Created through a collaboration between PHD, Warner Bros. UK, Channel 4 and Omnicom Media Group’s content and creative arm Drum, the ads are the first execution of a series of ‘Batman barges in’ media activations heading into the launch of the film in cinemas.
The partnership was conceived and aligned by PHD, Drum and 4Sales through their creative arm PL4Y.
The ads were written by Drum and produced by Warner Bros. Pictures.
Bringing the film’s irreverent spirit of fun to Channel 4, LEGO Batman will embellish the continuity announcements with his self-described awesomeness - regaling viewers with references to his own accomplishments at any given opportunity.
The first ad will follow 18 specially scripted and animated intros to a variety of popular, peak time Channel 4 shows across the four days, in more than 40 ad spots.