Chevrolet's clever Lego Batmobile integration will make you smile

Arvind Hickman
By Arvind Hickman | 18 January 2017

Lego Batman has a problem. A focus group that was set up to workshop Chevrolet's Lego Batmobile isn't exactly playing ball. The group of animated Lego minifigures are asked about the car and what kind of person would drive it.

"Well, it's all black - probably someone with self-esteem issues," responded geeky Lego minifigure Doug.

"I'd go a different way with it. I bet it's super outgoing and really popular," responds an increasingly unsettled Lego Batman.

"Judging by these rocket launchers, this person's really defensive," adds minifigure Molly.

You can see where this is heading, below.

The 60-second spot, by creative agency Commonwealth/McCann, is a fun take on Chevrolet's 'Real people. Not actors' campaign, using 'Real minifigures. Not Actors'.

The US carmaker has launched the playful integration ahead of The Lego Batman Movie, a spin-off of the outstanding Lego Movie. Fans can visit the Chevrolet website to configure their own version of the Lego Batmobile.

Another activation of the partnership will be Chevrolet building a life-size Lego Batmobile.

Lego Batmobile

“Many of the themes in ‘The Lego Batman Movie,’ like imagination, family and community, align perfectly with our Chevy brand values and add to the value of the partnership," says Paul Edwards, US vice president of Chevrolet Marketing.

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