The U.K.'s Channel 4 has teamed up with Warner Bros to promote its movie "Lego Batman" by having the Batman character take over its peak-time continuity announcements for the next four days.
The "Batman Barges In" campaign sees actor Will Arnett, who voices Batman in the movie, providing "alternative" continuity announcements, in the character's very own self-important style. ("Next, something awesome. But not as awesome as me.") In some shows, he will even re-appear in the breaks in the middle of shows just in case viewers were missing him.
The clips, running until Sunday Feb. 5, were created through a collaboration between PHD, Warner Bros. UK, Channel 4 and Omnicom Media Group's content and creative arm Drum. "Lego Batman" is released in the UK on Feb.10.
It's not the first time Channel 4 has used its continuty announcements as a platform for creativity: the broadcaster has previously used continuity announcers with disabilities, such as Tourette's and cerebral palsy.