LEGO® Batman barges in on Channel 4 continuity

From this evening until Sunday (5th February), LEGO® Batman will become a self-appointed, ‘unofficial’ member of Channel 4’s peak time continuity team leading up to the 10th February 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 air at 4.45pm today, followed by 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.

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.”

The LEGO Batman Movie is released in the UK on Friday 10th February.

About The LEGO Batman Movie

Will Arnett reprises his starring role from The LEGO Movie as the voice of LEGO Batman, aka Bruce Wayne, in The LEGO Batman Movie. The film is directed by Chris McKay and produced by Dan Lin, Phil Lord, Christopher Miller and Roy Lee, with executive producers Jill Wilfert, Matthew Ashton, Will Allegra and Brad Lewis. The screenplay is by Seth Grahame-Smith and Chris McKenna & Erik Sommers and Jared Stern & John Whittington, story by Seth Grahame-Smith, based on LEGO Construction Toys and based on characters from DC. Batman was created by Bob Kane with Bill Finger; Superman was created by Jerry Siegel and Joe Shuster.

From Warner Bros. Pictures and Warner Animation Group, in association with LEGO System A/S, a Lin Pictures / Lord Miller / Vertigo Entertainment production, The LEGO Batman Movie will open in cinemas in 3D, 2D and IMAX. It will be distributed by Warner Bros. Pictures, a Warner Bros. Entertainment Company.

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BATMAN and all related characters and elements are trademarks of and © DC Comics.