Chevrolet revealed its partnership with the new Lego movie via a full-size Silverado pickup made entirely of Lego bricks that it unveiled Saturday during the first public day of the North American International Auto Show in Detroit.
The Lego Silverado continues the partnership between Chevy and Warner Bros. Pictures that began in 2017 with “The Lego Batman Movie” and the Lego Batmobile from Chevy. This partnership builds on the Silverado marketing efforts that launched earlier this month.
A custom mini-build of the Silverado High Country will make an appearance in the new big-screen animated adventure “The Lego Movie 2: The Second Part” when it debuts in theaters on Feb. 8. Chevrolet created a 37-second video to show the full-size model construction.
“The themes of determination and teamwork in the new movie align perfectly with our Chevy brand values,” stated Sandor Piszar, director of Chevrolet Truck marketing.
Eighteen Lego Master Builders spent more than 2,000 hours hand-selecting and placing each of the 334,544 pieces on the red Lego Silverado, which has unique working lights and graphic details. The model is 6 feet high, 20 feet long and 8 feet wide and weighs 3,307 pounds.
The Lego Silverado will remain on display for the remainder of the Detroit auto show, according a spokesperson. Then it will be part of Chevrolet’s exhibit at other auto shows throughout the year.
Discover is also partnering with the Lego movie.