General Motors’ Chevrolet division is partnering with Warner Bros. for “The Lego Batman Movie.”
Commonwealth//McCann created an animated spot that will run in 30- and 60-second versions. It’s a takeoff of the “Real People. Not Actors” focus group-themed spots the brand has been running, and even features the voice of the actor who plays the moderator in the previous spots. In the spot, Lego figurines discuss what kind of person would drive the Lego Batmobile.
The automaker revealed a life-size Lego Batmobile January 14 at the North American International Auto Show. A total of 344,187 Lego bricks were used.
It took 222 hours to design and 1,833 hours to build. Measuring 17-feet long and weighing 1,695 pounds, the Lego Batmobile from Chevrolet was inspired by Batman’s Speedwagon featured in “The Lego Batman Movie.” The animated film debuts February 10.
This is Chevy's first movie partnership with Warner Bros. and Lego, says Sarah Schrode, assistant marketing manager for Chevrolet.
“Chevrolet is always looking for ways to ‘Find New Roads,’” Schrode tells Marketing Daily. “Many of the themes in ‘The Lego Batman Movie’, like imagination, family and community, align with Chevrolet’s brand values.”
The car, which appears along with traditional sheet-metal cars at the auto show, is meant to appeal to kids, as well as kids at heart.
“One of our Chevrolet brand values is 'Young at Heart' and we keep that and all of our brand values in mind with everything that we do,” Schrode says.