While most movie releases still rely on the classic cliched poster/over-the-top trailer combo, there have been plenty of creative (and sometimes quite violating) attempts to get attention in recent years. And The Lego Movie, which is currently number one at the global box office, joined that elite group with a great stunt conceived by Warner Bros. and media agency PHD that saw four well-known UK ads acted out in the style of the movie.
The ads—from BT, Premier Inn, Confused.com and The British Heart Foundation—took up an entire ad break during Dancing on Ice and featured short promos of the movie inbetween each spot with a full-length trailer at the end. The same four ads will also be shown in cinemas before the movie.
Humans often lambast advertising, but judging by the response on Twitter, it went down a treat.
And in case you were wondering how Lego managed to become one of the world's most profitable toy makers, Wired has the answer.