The new Silverado pickup will make its big screen debut next week.
We're used to seeing automotive product placement in Marvel movies, and that trend is set to continue this year when Tony Stark drives the Audi e-tron GT in Avengers: Endgame this spring. Before then, however, the all-new 2019 Chevrolet Silverado will make its cinematic debut in "The Lego Movie 2: The Second Part", which hits theaters in just a few weeks on February 8. The film stars Chris Pratt, Elizabeth Banks, Will Arnett, Tiffany Haddish, Stephanie Beatriz, Alison Brie, Nick Offerman, Charlie Day, and Maya Rudolph.
To promote the pickup's role in the animated movie, Chevrolet has released a new advertising campaign on Twitter, Facebook, Instagram, movie theatre adverts and TV starring the 2019 Silverado 1500 High Country in Satin Steel made of Lego bricks. In the clip, the film's main protagonists, Emmet and Lucy, use the 2019 Silverado as a getaway vehicle to escape an alien invader while showcasing the pickup's redesigned interior, best-in-class front headroom, and high-strength Durabed.
"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, US 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." As well as appearing in the commercial, the 2019 Silverado will also make an appearance in the movie.
This isn't the first time Lego and Chevrolet have collaborated to promote the 2019 Silverado. Earlier this month at the Detroit Auto Show, the two companies unveiled an impressive life-size replica of the Silverado 1500 LT Trail Boss off-road pickup. It's made up of 334,544 Lego bricks and even features working lights – no wonder it took the team over 2,000 hours to construct.