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The best thing about the Oscars ceremony last night might very well have been pop band Tegan and Sara's performance of Everything Is Awesome, the least ironic song ever written, from prominent Academy snubee The Lego Movie. (The makers have to console themselves with a $468.1 million box office gross.)
As with everything in the ceremony, the performance was planned scrupulously down to the last 2×8 brick. It wasn't a pure marketing integration, though, according to Lego Systems' senior director, brand relations Michael McNally—it was more about how to keep the whole performance as Lego as possible.
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