This story originally appeared on our sister publication, AdNews.
Nine has revealed its major commercial partners for the debut season of its competition game show, Lego Masters.
Among the advertisers signing on for the new show, hosted by Hamish Blake, is Honda, Kmart and a2 Milk. The show will see contestants take on various creative challenges designed to test their lego creator abilities.
As part of Honda's strategy, the brand and judge and Lego certified professional Ryan “Brickman” McNaught and his team have built a life-size Lego Honda Civic Type R.
The design, planning and implementation required 1300 hours of work on the Lego car, which will feature in a TV commercial and a digital content series created for Honda by Nine’s Powered Studios.
The content series will follow the building process from design to completion. The digital content series will be housed on Honda’s owned and operated platforms,including their social and YouTube channels.
“We are thrilled that our partners have come to play with this first season 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," Nine director of Powered Liana Dubois says.
Kmart has also commissioned Powered Studios to create a custom commercial which builds on its long-term partnership with Lego.
All three brands will also integrate into the Lego brand via sponsorship billboards which have been specifically commissioned to be made of Lego by McNaught and his team.
Honda will also sponsor the “Estimated Brick Counter”, a tool that estimates how many Lego bricks are required for a challenge, featuring in every episode.
“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," Honda Australia director Stephen Collins says.
“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.”
The show will premiere on Sunday, April 28, at 7.00pm on Nine. It will see eight pairs of creators let loose on 'The Brick Pit' where 2.5 million Lego bricks await.
The show is the first major primetime show to air following the end of rating juggernaut Married at First Sight, with many interested in seeing how the show will perform off the back of its success.