The LEGO Movie 2 characters in ads

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In the USA, TLM2 characters are being used to promote Discover credit cards in an advert that launched today. In the UK, they appear in ads for DFS furniture stores' winter sale.

Are you aware of any other appearances? Let us know in the comments.

You can view the ads after the break.

Discover:

DFS:

 

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30 comments on this article

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By in United States,

Haha! I like the discover one. That is great. But I notice a severe lack of...

SEWER BABIES! I would automatically buy whatever product people were selling if the sewer babies were in their commercial.

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By in Malaysia,

DFS is having a sale??? That’s a first

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By in United States,

Wow

Did they get the actual voice actors?

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By in Canada,

I hope I'm simply fearing the worst and that everything will be OK, but... When a studio engages in unrelated promotional spots such as these, it usually doesn't bode well for the movie itself.

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By in United Kingdom,

@Isaac The animator: Don't think they did as Emmet in the DFS advert sounds a bit Hugh Laurie to me.

On topic, only seen / heard of these two adverts so far.

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By in United States,

Love them both, and some great inspiration for furniture builds in the DFS commercial! TLG must be looking either to make a mint on TLM2 w/these cross-promotions, or they may be looking to hedge their bets...

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By in United Kingdom,

DFS have done other ads with characters from films in the past few years. Usually Ardman Animation ones. Early Man was one I think. The films don't usually scream 'sofa' though.

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By in United States,

On the second one, Superman and Wyldstyle have the classic LEGO eyes like Emmet (no white dots.)

I got an alternate version of the first one on YouTube earlier, for example the line about aliens invading was said by the running Wyldstle and not the one at the Discover center.

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By in United States,

^I know it's off topic but I LOVE Ardman Animations! Wallace & Gromit and Shaun the Sheep are our family's favorites :) Early Man was very well done and hilarious as well!

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By in United States,

On the one hand, I'm not sure how I feel about the (further) commercialization of Lego. But on the other hand, I love that it's now assumed (rightfully) that Lego characters will appeal to adults!

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By in Venezuela,

The dfs one is kinda shoddy, but both are fine enough.

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By in United Kingdom,

I’ve never ever stepped foot into DFS in my life even though i go to a lot of Retail Parks, but i mostly go to Smyths, ARGOS, M&S and Sainsbury’s or what ever supermarket there is a any retail park i go to

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By in United States,

I haven't seen any of the commercials since I cut the cable a while back, but I live in LA and saw Emmet getting wasted at a local bar the other day.

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By in United States,

Yay more publicity

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By in United Kingdom,

@malloon They did tons of ads like this in the UK for the original Lego Movie, and that turned out great. Not to mention all the tie-in LEGO sets released before the movies was even out :P

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By in United States,

In the US there wasn’t a whole of tie-in stuff for the first movie because people were kind of blindsided by it. By that I mean people didn’t realize how much of a hit it would be. Now though they know Lego is a hot commodity so people are much more willing to use them in promotions.

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By in United States,

All I can say is "YUCK." I have been muting and fast-fowarding through commercials for about a decade now. I never feel less in touch with modern society than when someone says they have a "funny" commercial they want to show me.

Discover is a sub-par credit card company that primarily makes money by strangling people with absurd interest rates and excessive debt. DFS... I mean, I guess there are worse things out there than furniture stores (like credit card companies) but this also feels distasteful.

Make your money, Lego, lord knows that's why you exist in the first place. I'm just tired of pretending that commercials are ever, in any way, "cute" and not entirely harmful.

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By in United Kingdom,

For TLM 1 in the UK a complete advert break was "Legoised" which had about 4-5 different companies adverts just remade in lego but with the original sound. I don't know if it is still on YouTube, it used to be.

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By in Ireland,

They are featuring in DFS advertisements here in Ireland aswell.

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By in United States,

@LegoSolo77:
I've got custom versions of Wallace & Gromit (both built from 100% stock elements) riding in the front seats of the upper deck of my minifig-scale MOC of the vintage Routemaster bus.

@WemWem:
Maybe try watching the Clio Awards sometime? I've only seen it once or twice, but even 20 years later a couple of them still stick with me for being so funny, and there's another one that does the same for a much more serious reason.

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By in United States,

@Countess Brickula
Do tell. This type of story is usually comedy gold.

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By in United Kingdom,

Would anyone buy a sofa if they were giving away the the DFS salesman fig with every purchase?!

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By in United Kingdom,

I find it quite funny that LEGO have teamed up with DFS, a company well known for over-inflating their advertised prices so that they are about right when discounted by 50%.

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By in United Kingdom,

@deepdalelegend that is a good idea (providing you can quickly cancel your sofa order)
(unless you actually want a sofa. obviously)

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By in Norway,

WemWem - I couldn't agree more, over the last year I've realized that TV advertising is not only bloody annoying, but downright detrimental to society. It's bad enough to have your movie experience ruined by too many, too long breaks advertising the same bland products over and over, the real problem is how it has helped promote large retail chains over independent stores. This way of advertising is just not an option to individual store owners, since the networks covers much larger areas (often a whole country) than your one or two shops. Being shut out of a significant advertising channel this way has been a disaster to independent stores as national/global chains has totally taken over the market, to the point that any segment now is totally dominated by three or four actors.

As these chains mainly competes on low prices on big-selling items they all end up carrying the same or near-identical products, with no-one left to cater to more niche needs and tastes. This appalling selection (not primarily lower prices) is what has forced consumers over to online shopping, which then has lead to the "retail-pocalypse" everyone talks about nowadays. We can only hope that the death of malls and major retail chains (and the decreased influence of TV advertising) will lead to a comeback for independent stores.

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By in Canada,

@patch That's encouraging

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By in United States,

Pass. I love being entertained and these very well might be entertaining, but it does seem odd to tie into other products not related at all. Granted I’m not in marketing so this might play well for TLG. We know the AFOL population will go and take their kids.

It’s like the video games, I feel the market is saturated with Lego movies. TLM was decent. Batman eh, ninjago eh-er..., we shall see how this plays out.

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By in Australia,

Why would Lucy be talking to herself on the phone?

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By in United States,

Chris Pratt posted on Instagram that he did a Chevy ad as Emmett and they gave him a Chevy Silverado truck. He said that if you’re in the LA area and need stuff moved to DM him.

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By in United States,

@shea42:
I don't know if they ever really explained the logic here, but this is just one in a whole series of ads where people call Discover Card's customer service line and talk to a representative who looks exactly like them. So, the phone jockey isn't really _her_, but a poorly documented metaphor.

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