(January 29, 2019) DETROIT — Chevrolet introduced new television, social media and movie theater ads today featuring a LEGO brick replica of the 2019 Silverado 1500 High Country and characters from the new big-screen animated adventure “The LEGO Movie 2: The Second Part,” in theaters Feb. 8.

In the ads, Emmet and Lucy (aka Wyldstyle) escape a mysterious alien invader in a Satin Steel Metallic Silverado 1500 High Country made of LEGO bricks.

Moviegoers can also see this custom build of the Silverado High Country in “The LEGO Movie 2: The Second Part.” In this fun, fast and action-packed sequel, Emmet, Lucy and their friends from the blockbuster “The LEGO Movie” reunite to save their beloved city from a new threat and journey to unexplored new worlds.

“From Emmet’s custom High Country to the real-life Trail Boss that inspired the full-size LEGO brick model, we have a Silverado for everyone — both LEGO mini-figures and everyday drivers,” said Paul Edwards, U.S. vice president of Chevrolet marketing. “The new ads are a fun addition to our Silverado campaign and will hopefully attract the next generation of truck buyers to Chevrolet.”

Emmet, Lucy and the custom LEGO mini-build High Country are featured in similar social media spots on Facebook, Twitter and Instagram. Unique to Instagram Stories, fans can build their own LEGO Chevy Silverado one brick at a time with a tap-to-assemble opportunity with the film’s characters. The 30-second version of the ad will also run in Spanish in target markets.

Chevrolet unveiled the full-size LEGO Silverado at the North American International Auto Show earlier this month.

These new ads are part of the Silverado advertising and social media blitz that continues through the first half of 2019.