Lego Shows More Love for the 2019 Chevrolet Silverado

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Silverado made from Lego bricks is featured in the upcoming movie and a new Chevrolet commercial.

Chevrolet drew lots of attention to the brand’s display at last week’s 2019 North American International Auto Show in Detroit with a life-sized 2019 Silverado Trail Boss made entirely from Lego bricks. That gigantic toy pickup was built by the folks from Lego in cooperation with Chevrolet, but that wasn’t the end of their marketing partnership. The new pickup will make a brief appearance in the upcoming Lego movie while teaming up with the stars of the film for the new Chevy commercial above from the brand’s official YouTube channel.

Chevy Truck in Lego World

When “The LEGO Movie 2: The Second Part” debuts on February 8, a Satin Steel Metallic Silverado 1500 High Country will make its silver screen debut. Of course, like everything in the Lego movies, this Chevy truck will be comprised of Lego bricks, so it is a bit of an abstract take on the new Silverado, but the likeness is unmistakable.

We don’t know exactly how the Silverado will fit into the movie or how big of a role it will play, but it seems likely that the new Chevy half-ton will be the only branded vehicle in the movie.

Lego 2019 Silverado High Country

Lego Chevy Commercial

To make the most of the partnership between Lego and Chevy, the two paired up for a commercial that includes the small-scale truck along with Emmet and Lucy, the stars of the second Lego movie. In this commercial, the two are being chased by an alien spacecraft that connects with a phaser blast that results in the Lego dune buggy shattering into individual bricks.

Fortunately, Emmet is a quick-thinker, transforming the pile of bricks into a 2019 Silverado High Country that allows the two to escape from the airborne attacker.

“From Emmet’s custom High Country to the real-life Trail Boss that inspired the full-size LEGO brick model, we have a Silverado for everyone — both LEGO mini-figures and everyday drivers,” said Paul Edwards, U.S. vice president of Chevrolet marketing. “The new ads are a fun addition to our Silverado campaign and will hopefully attract the next generation of truck buyers to Chevrolet.”

Like the full-scale Lego truck at the Detroit Auto Show, the move to use the new Silverado in the upcoming Lego movie and this new advertising campaign is a smart move, drawing the attention of children and adults alike.

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"Before I was old enough to walk, my dad was taking me to various types of racing events, from local drag racing to the Daytona 500," says Patrick Rall, a lifetime automotive expert, diehard Dodge fan, and respected auto journalist for over 10 years. "He owned a repair shop and had a variety of performance cars when I was young, but by the time I was 16, he was ready to build me my first drag car – a 1983 Dodge Mirada that ran low 12s. I spent 10 years traveling around the country, racing with my dad by my side. While we live in different areas of the country, my dad still drag races at 80 years old in the car that he built when I was 16 while I race other vehicles, including my 2017 Dodge Challenger SRT Hellcat and my 1972 Dodge Demon 340.

"Although I went to college for accounting, my time in my dad’s shop growing up allowed me the knowledge to spend time working as a mechanic before getting my accounting degree, at which point I worked in the office of a dealership group. While I was working in the accounting world, I continued racing and taking pictures of cars at the track. Over time, I began showing off those pictures online and that led to my writing.

"Ten years ago, I left the accounting world to become a full-time automotive writer and I am living proof that if you love what you do, you will never “work” a day in your life," adds Rall, who has clocked in time as an auto mechanic, longtime drag racer and now automotive journalist who contributes to nearly a dozen popular auto websites dedicated to fellow enthusiasts.

"I love covering the automotive industry and everything involved with the job. I was fortunate to turn my love of the automotive world into a hobby that led to an exciting career, with my past of working as a mechanic and as an accountant in the automotive world provides me with a unique perspective of the industry.

"My experience drag racing for more than 20 years coupled with a newfound interest in road racing over the past decade allows me to push performance cars to their limit, while my role as a horse stable manager gives me vast experience towing and hauling with all of the newest trucks on the market today.

"Being based on Detroit," says Rall, "I never miss the North American International Auto Show, the Woodward Dream Cruise and Roadkill Nights, along with spending plenty of time raising hell on Detroit's Woodward Avenue with the best muscle car crowd in the world.

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