To promote The Lego Movie, the brand recreated ads by Premier Inn, BT, Confused.com, and British Heart Foundation and ran them during the ad breaks during ITV’s Dancing on Ice.
Not only was this a breakthrough idea for advertising in general and the use of ad breaks in particular, but as far we can tell, everyone involved benefitted – The Lego Movie, Lego, ITV and all the brands being advertised. And, given the over 1 million views on YouTube so far, it seems the viewers benefitted too.
When your idea actually benefits more than just your own brand, it has the potential to truly break the mould on how marketing works to drive results.
