Rarely do you see a campaign that is creative and consistent. It isn’t changed at the whim of a new agency or new brand team, it perseveres with a good creative idea, well executed and above all brilliantly branded.
The colour way, the art direction, even the logo all show clear adherence to the original expression.
Lego and Chevrolet have joined forces to promote the February 10 release of “The Lego Batman Movie”. The Batman logo spotlight dawned on a downtown Detroit skyscraper the evening before Chevrolet revealed its 17-foot Lego Batmobile at the first public day of the North American International Auto Show.
Chevrolet, in conjunction with Detroit’s Cody Rouge community, A World in Motion, and First Lego League, unveiled the 1,695-pound life-sized Lego Batmobile that took 1,833 hours to build and consists of 344,187 Lego bricks. Inspired by the Batman’s Speedwagon in the upcoming movie, the Lego structure is almost seven feet high, over nine feet wide, uses 17 colors, and is supported by an interior frame made from more than 86 feet of square tube aluminum.
According to U.S. president of Chevrolet Marketing, Paul Edwards, “To work on the LEGO Batmobile with Warner Bros. is an absolute thrill for us at Chevy.” “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.”
Posted previously, but I’m compelled to bring it back to the top of the pile for another outing.
LEGO has certainly become an incredibly flexible brand without losing it’s core promise of creativity and imagination – as brilliantly established in its classic 1981 Mike Cozens “Kipper” ad, still one of the best ads ever made, particularly as I remember seeing it is a young LEGO fan…(interestingly the impressionist Roger Kitter not Tommy Cooper does the voiceover):