The Lego Movie: TV Commercial

Lego teamed up with Warner Brothers, and created a whole add break made out of Lego. In Dancing on Ice at 7.27pm on Sunday 9th February 2014- five days before the movie launched- ITV broadcast a world first, an ad break made entirely out of Lego...

Four familiar and popular TV Ads were turned completely into Lego, first, The British Heart Foundations ad, then Confused.com's ad, BT's ad, and Premier Inns ad. All of the ads were separated by small clips of characters from The Lego Movie.

Firstly, The British Heart Foundation's ad, showing a popular character to the primary target audience, who was a footballer, and played a gangster role in many films. The ad would attract people who are in the working class, who feel connected to it in some way. Also, the secondary target audience is middle class women, who like donating to charities, and would enjoy the add, so may be attracted to the film a little more.

Then, the Confused.com ad, showing a group of youths in a car park, showing off their cars, and Brian, the companies robot embarrasses one of them, telling everyone about his sensible car, and gives him a quote. This could attract the target audience of young people, and would make them laugh a little. This could attract the target audience to the film a bit more.

After that, is the BT add, showing young university students struggling to find a good broadband, and the boy offers to buy the deal for the girl, and it is a little love story, making the audience giggle. This could help attract them to there movie.

The final ad is the much loved Premier Inn advert, starring Lennie Henry, showing him having a good nights sleep anywhere, promoting the hotels. This helps attract the audience, because they already enjoy watching this ad, so in Lego, its even better, attracting them to watch the movie.

Between each of the adds, are short clips, showing the movie title, and a main character from the movie, to ensure that the audience know, and remember that the ad is for The Lego Movie.

   

  

At the end, the ad shows the short trailer for the Lego Movie, to also ensure the audience know what they were actually advertising. It also attracts the audience to the movie, because they may think that if those ads were good, then the movie might be as good too.

Discuss a unique marketing strategy used to promote The Lego Movie.
To promote the movie, Lego teamed up with Warner Brothers, to create something, to advertise the movie one more time, before it was released. On Sunday, 9th February 2014, five days before the movie was released, ITV broadcast a world first, during Dancing On Ice, an ad break made entirely out of Lego. This ad break, used intertextuality, not only to promote the movie, but other things, such as charities, broadband and hotels. By recreating the British Heart Foundation's ad, they attracted the primary target audience of working class males, who like gangster films and football to a movie, that they might not have been attracted tot before seeing the ad. Also, the British heart foundation ad, attracted the secondary target audience of women, who like to donate to charities, so would like the normal ad, but would also now be attracted to the movie. By doing this, they attracted many of the secondary target audience, of parents, who would be taking the primary target audience, of young children who like Lego, through recreating many adverts, that the adults would already know well, and making them laugh, attracting them to the movie, and actually making them want to see it, and enjoy it.