The launch campaign for the All-New Chevrolet Silverado continues the partnership between Chevrolet and the new big-screen animated adventure The LEGO Movie 2: The Second Part, in theatres February 8th. 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. A 60-second spot, 'Getaway', recreates an epic chase scene from The LEGO Movie 2: The Second Part with a tongue-in-cheek twist. Main characters Emmet and Lucy escape from danger in a satin steel metallic LEGO Chevy Silverado, dodging bombs and lasers as Emmet points out the many features of the truck, in a very commercial way, while Lucy insists she doesn’t 'do' commercials. The result is a humorous send-up of movie tie-ins that align with the self-aware humour of the film. The campaign also features a Silverado microsite built by Emmet himself, outlining everything he thinks is awesome about the truck. A robust social campaign extends the conversation, including a time-lapse video of the build of the full-size LEGO Chevy 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.
