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The LEGO Movie 2 takes starring role for DFS

Furniture retailer’s winter sale campaign stars cast of minifigures from hotly tipped film.

DFS has once again joined forces with the cast of an eagerly awaited film to promote its winter sale.

The furniture retailer’s latest campaign stars the cast of minifigures from The Lego Movie 2: The Second Part.

The promotion follows on from DFS’ work with Aardman/StudioCanal’s Early Man in 2018.

The ad opens with characters including Emmet, Lucy, LEGO Batman, Unikitty, Benny and Sweet Mayhem squashed onto a rickety two-tiered sofa, which ultimately collapses beneath them as they fight for space.

Led by Emmet, they embark on a mission to “save our butts” which brings them to their nearest DFS store.

The campaign was created by Krow – the company behind the Early Man promotion – and began running on TV and online just before Christmas for 11 weeks.

“As brands, DFS and LEGO share the same commitment to bringing families together,” said Nick Ashworth, marketing director at DFS. “For us, it’s about bringing them the ‘joy of comfort’, for LEGO it’s about the ‘joy of building’.”

Jo Jephcott and Gemma Galvin, creatives at Krow, added: “It’s not every day you get to work with movie stars as big, or as little, as LEGO Batman and Emmet.”

You can check out the TV ad below:

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