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Chevrolet Unveils a Life-Size Lego Batmobile, and a Self-Parody Ad to Match


Chevrolet has long been running a campaign that shows a group of "ordinary" people, a Chevy car and has them react in disbelief to how safe it is, how many awards it's won and generally how awesome it is.

Now, Chevy is launching a campaign in conjunction with Warner Bros. to promote The Lego Batman Movie, coming out in February. To kick things off, the car maker created a commercial (with the help of Commonwealth/McCann) that plays just like those real ads, but features a group of Lego mini-fig people being shown the Batmobile and asked what kind of person they think would drive such a car.

Batman is, of course, in the background and disagrees with the assessments by the focus group—that the car would likely belong to a loner with few friends, a defensive personality and so on.

That's not all, though. This weekend, Chevy unveiled a life-size version of the Lego Batmobile from the movie at the North American International Auto Show in Detroit and will bring it to the Chicago Auto Show next month as well.

The landing page for the partnership offers specs on the Batmobile as if it were any other car rolling off Chevy's assembly line, including an MSRP (of $48 million) and other specs, along with the ability to see how it would look in any of a dozen shades of black or very, very dark grey. And of course, there's a link to buy the building set directly from Lego's online store.

"To work on the Lego Batmobile with Warner Bros. is an absolute thrill for us at Chevy," said Paul Edwards, U.S. vp of Chevrolet marketing. "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." 

Still no word on whether it does or doesn't include a seatbelt, which, according to the movie's trailer, Alfred is supposed to install as soon as possible.

Chevrolet "What Kind of Person" 
Agency: Commonwealth/McCann
Creative Chairman: Linus Karlsson
Chief Creative Officer, North America: Gary Pascoe
Executive Creative Director: Bob Guisgand
Executive Creative Director: Duffy Patten
Creative Director: John Fiebke
Creative Director: Tim Mattimore
Associate Creative Director: Erik Bjorklund
Associate Creative Director: Andrew Bouwkamp
Executive Producer: Kelly Balagna / Paul Renusch
Senior Producer: Adam VanDyke
Account Director: Rebecca Chow
Sr. Business Manager: Julie Peterhans
Animation: Reel FX Creative Studios
Head of Production: Jim Riche
Director: Augusto Schillaci
Producer: Samantha Daniel
CG Supervisor: Patton Tunstall
Animation Supervisor: Bill Haller
Editor: Amy Grieshaber
Music: A&A
Sound Designer: Aaron Glascock

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