Lego Movie Ad-break Questions

 1) The fact that British Heart Foundation, Confused.com, BT and Premier Inn paid for the production cost of the adverts themselves shows that they were very eager to promote their brands. Furthermore, it was a clever tactic which enabled more people to gain information about these companies. The adults would understand the adverts while the kids would perhaps even see a slight entertainment value in these ad-breaks, as the people in the adverts were made out of Lego. These companies paid for the production cost themselves as they knew how popular Lego was, and so the ad-breaks not only gained anticipation for the Lego movie itself, but they also gained popularity for the companies involved. 

2) The theme of building the 'world' out of Lego links to the Lego movie as in the movie everything is constructed purely from Lego. The ad-breaks therefore gave the audience an insight into what the Lego movie would look like. If the people who watched the adverts were amused by the 'Lego world' in each advert, it means that these people would most probably enjoy watching the Lego movie. Another way in which this links to the Lego movie is because while the adverts are mainly aimed at the adults, the Lego is aimed at the children. Both adults and children would watch these adverts and find some sort of entertainment; there are jokes in the Lego movie that only adults would get but the children would still watch the film because of the action and Lego. Therefore, the idea of the ad-breaks being in a Lego world was definitely a conscious decision made by the marketing team as the adverts can be enjoyed by all ages; as can the Lego movie. 

3)It is important to maintain the brand identity by including characters, such as Batman or Vitruvius, because it helps promote the brand and gain anticipation towards the release of the film. Introducing these characters in ad-breaks helps to remind the audience of the underlying proportional message of the film as it give the audience an idea of the wide range of characters included in the film. Furthermore, many children and adults will know the character 'batman' and will therefore be excited when they see him appear in the adverts. A person at any age will be amused by the ad-breaks and therefore would be amused by the Lego movie.