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.
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.