By Kyle O'Brien | Creative Works Editor

Commonwealth//McCann

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Creative Works article

January 29, 2019 | 2 min read

There’s nothing like a car chase to spice up an action movie, and The Lego Movie 2 is promoting its action-packed animation with a Chevy Silverado tie-in ad that utilizes plenty of auto sales tropes in a way only Lego could imagine.

The inventive launch campaign for the new Chevrolet Silverado continues the partnership between the auto brand and the new big-screen animated adventure The Lego Movie 2: The Second Part.

Timed to coincide with the release of the film (where a Lego brick replica of the Chevy Silverado makes an appearance), Commonwealth//McCann and Chevrolet have created a multi-platform campaign that introduces the Silverado to The Lego Movie universe.

The 60-second spot, ‘Getaway,’ recreates an epic chase scene from the movie with a tongue-in-cheek twist. Main characters Emmet and Lucy – aka Wyldstyle – are fleeing an enemy in a spaceship, which shoots apart their Lego vehicle.

Emmet quickly assembles a satin steel metallic Lego Chevy Silverado and the two then dodge bombs and lasers as Emmet points out the many features of the truck in commercial verbiage, backed by a monster-truck-like voice and graphics promoting vague features like “interior” and “cubic." Lucy points out that they might be in a promotional tie-in while insisting she doesn’t “do” commercials.

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The result is a send-up of movie tie-ins that align with the self-deprecating humor of the film.

The campaign also features a Silverado microsite, supposedly built by Emmet, outlining everything he thinks is awesome about the truck.

A social campaign extends the conversation, including a time-lapse video of the build of the full-size Lego Silverado that made its debut at the 2019 North American International Auto Show in Detroit; a stop-motion Instagram story that lets users build a Lego Chevy Silverado with each tap, featuring characters from the movie throughout; and a series of conversations between Emmet and Lucy talking about the Silverado.

Lego and Chevrolet: Getaway by Commonwealth//McCann

By Lego

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Lego is a line of plastic construction toys that are manufactured by The Lego Group, a privately held company based in Billund, Denmark. The company's flagship product, Lego, consists of colourful interlocking plastic bricks accompanying an array of gears, figurines called minifigures, and various other parts. Lego pieces can be assembled and connected in many ways, to construct objects; vehicles, buildings, and working robots. Anything constructed can then be taken apart again, and the pieces used to make other objects.

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