Chevy's focus groups are taking 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 selling Batmobiles.
Rather the ad is the result of a partnership with Warner Bros.' The Lego Batman Movie, which opens in U.S. theaters on Feb. 10. The spot, by Chevy's lead ad 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 during the first public day at the Detroit auto show that was made from 344,187 Lego bricks and took 1,833 hours to build.