Holy Movie Integration! Lego Batman Stars in Chevy Ad

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Chevy’s focus groups just took on a new task: Giving a psychological assessment of Batman, Lego-style.

In a funny and refreshing new take on the automaker’s “Real People, Not Actors” campaign, a focus group of animated Lego minifigures are asked what kind of person would drive Chevy’s all-new Lego Batmobile. “Judging by these rocket launchers, this person is kind of defensive,” quips one woman, prompting an angry retort from Lego Batman, who hovers over the entire proceeding.

Chevrolet is not actually selling Batmobiles. Rather the ad is the result of a partnership with Warner Bros.’ “The Lego Batman Movie,” which opens on Feb. 10. The spot, by Chevy lead agency Commonwealth/McCann, directs viewers to Chevy’s website where people can virtually configure their own Lego Batmobile. Chevrolet is also unveiling a life-size Lego Batmobile on Saturday at the North American International Auto Show in Detroit that was made from 344,187 Lego bricks and took 1,833 hours to build.

“To work on the Lego Batmobile with Warner Bros. is an absolute thrill for us at Chevy,” Paul Edwards, U.S. VP of Chevrolet marketing said in a statement. “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.”

See more at AdAge.

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