Break Innovation: LEGO Batman
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.
In a series of first-of-their-kind ads, LEGO Batman provided ‘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, aired alongside Channel 4’s own editorial announcements across four days. In some shows, he even re-appeared 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 were 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.
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 aired at 4.45pm, followed by 18 specially scripted and animated intros to a variety of popular, peak time Channel 4 shows across four days, in more than 40 ad spots.
Deputy marketing director of Warner Bros. UK, Martin Gough, said, “We are delighted to be able to bring LEGO Batman’s hilarity to life in such a contextually perfect and high-profile platform as Channel 4’s peak time schedule. Whilst this partnership might not land him a full-time job as a continuity announcer anytime soon, I’m sure it will make a big impact in the run-up to the launch of the movie. ”
PHD’s chief strategy officer, Mike Florence, said, “This partnership provides the perfect launch pad for our ‘Batman barges in’ media activations. The team at Channel 4 has been so impressive in how they’ve been able to make our vision come alive. This partnership is another great example of how much flexibility and creativity can be applied to using spot TV.”
Drum’s creative director, Matt Cole, said, “Even though I’m sure in Batman’s mind this whole thing was his idea, he begrudgingly acknowledges that it’s ‘kinda cool’ to have the opportunity to show Channel 4 audiences how awesome he is at this TV presenting stuff. Gee thanks, Batman.”
Chris Braithwaite, agency principal at Channel 4, said, “This is a first for us and has meant massive collaboration across the channel. Batman’s irreverent, edgy style sits nicely with Channel 4’s and our viewers are going to love it.”
|Sector||Entertainment and Media
|Audience||ABC1 16 34
|Media Mix||TV solus
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