Nine announces Honda, Kmart and A2 Milk as commercial partners for Lego Masters

Nine has announced the initial commercial partners for the Hamish Blake-fronted Lego Masters which will premiere on Sunday April 28.

Honda, Kmart and A2 Milk are the first three brands to be named by the network, with judge Ryan ‘Brickman’ McNaught and his team building a life-size Honda Civic Type R from Lego as part of the promotion for the show and brand.

McNaught with the Lego Honda

Director of Powered, Nine’s client solutions division, Liana Dubois said the the brands were a great match for the feel of Lego Masters.

“These wonderful brands recognise the inter-generational appeal of content that engages youngsters through to the grey-haired young at heart and everyone in between,” said Dubois.

“We all have a Lego memory, from building magic with friends and family to those little brick injuries in darkened hallways – Lego has touched us all.

“Lego inspires our inner child, and Powered Studio is unlocking that youthful creativity to produce bespoke solutions that capitalise on the power of the Lego brand.”

The Lego Honda car will feature in a TV commercial and digital content series which will be created by Powered Studios for Honda.

The series will follow the 1,300 hours of work which will go into the car and will be available on Honda’s owned and operated platforms.

The partnership will also see branded elements in Lego Masters, including the Honda Estimated Brick Counter which will estimate how many Lego bricks will be needed for each challenge.

“Honda is a company that is all about creativity and innovation, so it’s great to support a family show that mirrors these ideals so well,” said Stephen Collins, director of Honda Australia.

“Through Lego Masters we’ll see some of the dreams of the contestants, and also fans, come to life – we’re proud to be helping drive that.”

Powered Studios will also create a custom commercial for Kmart to celebrate the family bond that is built over Lego. Kmart, Honda and A2 Milk will also have creative sponsorship billboards created by McNaught and his Lego building team.

According to The Australian, Nine is forecasting Lego Masters will attract 450,000 viewers in the key 25 to 54 demographic.


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