Lego Shows More Love for the 2019 Chevrolet Silverado
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 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.