Chevy has product placement deal with new Lego movie
The Silverado is featured in an ad ahead of the release of 'The Lego Movie 2'
Chevrolet's newest product placement was built brick-by-brick, Lego-style.
The brand today announced that a Lego version of its redesigned 2019 Chevrolet Silverado will appear in "The Lego Movie 2: The Second Part," which hits theaters Feb. 8. Chevy today also released a new ad showing two characters from the movie, Emmet and Lucy, riding in a Lego-ized Silverado. Emmet fires off a few intentionally obvious plugs, prompting Lucy to quip, "I think we are in a promotional tie-in."
Elizabeth Banks voices Lucy, while Emmet is voiced by Chris Pratt. The Lego-sized pickup truck will also be featured in social media ads on Facebook, Twitter and Instagram. "The new ads are a fun addition to our Silverado campaign and will hopefully attract the next generation of truck buyers to Chevrolet," Paul Edwards, U.S. VP for Chevrolet marketing, said in a press release..
The ads, by Commonwealth/McCann, follow the same lighthearted approach Chevy took in 2017, when it aired an ad for its tie in with "The Lego Batman Movie."
The new ads are part of a marketing blitz for 2019 Chevrolet Silverado, one of the most important vehicles in the General Motors fleet. The broader effort debuted earlier this month with a much more serious spot showing a cast of diverse Silverado drivers reciting lyrics from the song, "A Little Bit Country, a Little Bit Rock 'N Roll."
Chevy has an aggressive media plan for the campaign that includes a product placement deal with NBC's "This Is Us." But the media buy does not include a Super Bowl ad, a Chevy spokeswoman confirmed today. She also confirmed that no other General Motors brands will run in-game ads. The last time GM aired a Super Bowl spot was in 2017, for Buick.
Chevy's ads follow the release earlier this month of Discover's Lego campaign, which marked the company's first co-branded ad campaign with a major movie. The Martin Agency handled the ads.