Chevrolet kicked off a massive advertising campaign for the 2019 Silverado earlier this month and it’s continuing with the release of a new video that features Emmet and Lucy from “The Lego Movie 2: The Second Part.”
Staring a replica of the 2019 Silverado 1500 High Country, the clip shows Emmet and Lucy trying to escape from an alien invader. Their efforts are initially unsuccessful as the original vehicle they are driving is destroyed.
Emmet quickly repurposes the Lego bricks and builds a brand-new Silverado. Lucy then fights the alien while Emmet touts the Silverado’s redesigned interior, best-in-class front headroom and high-strength Durabed.
Besides appearing in the commercial, the Silverado will be shown in the movie which hits theaters on February 8th. In the film, Emmet (Chris Pratt) has to rescue Lucy (Elizabeth Banks) after she is kidnapped by General Mayhem (Stephanie Beatriz). The film also features Alison Brie, Will Arnett, Nick Offerman and Tiffany Haddish.
This isn’t the first time Chevrolet and Lego have teamed up to promote the 2019 Silverado. At the North American International Auto Show, the two companies unveiled a life-size replica of the Silverado 1500 LT Trail Boss. Featuring 334,544 Lego bricks, the truck took 18 Lego Master Builders more than 2,000 hours to create.
According to Chevrolet’s U.S. vice president of marketing, Paul Edwards, “We have a Silverado for everyone — both Lego mini-figures and everyday drivers.” He went on to say “The new ads are a fun addition to our Silverado campaign and will hopefully attract the next generation of truck buyers to Chevrolet.”
Speaking of the Silverado, the truck is currently on sale and prices start at $28,300.