Lego Batman hijacks Channel 4 continuity announcements

Kapow! For the next four days, Lego Batman – voiced by Will Arnett – will become a member of Channel 4’s peak time continuity team leading up to the upcoming release of The Lego Batman Movie.

The debut ad – the first of its kind – will air at 4.45pm today (2 Feb) alongside Channel 4’s own editorial announcements, and will be followed by 18 specially scripted and animated intros to various Channel 4 shows until Sunday.

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 and our viewers are going to love it.”

The “Batman barges in” series of ads have been created through a collaboration between PHD, Warner Bros. UK, Channel 4 and Omnicom Media Group’s content and creative arm Drum.

“This partnership is another great example of how much flexibility and creativity can be applied to using spot TV,” said Mike Florence, PHD’s chief strategy officer.

“We are delighted to be able to bring Lego Batman’s hilarity to life,” said Martin Gough, Deputy marketing director of Warner Bros. UK. “I’m sure it will make a big impact in the run-up to the launch of the movie.”

Lego Batman has also been used for Sky’s broadband tech team advertisements led by WCRS.