Marketers have been doing truck advertising the same way for years. Times have changed our truck has changed and so has our consumer. The truck market has grown exponentially and its not just cowboys and farmers anymore. When we were offered the chance to do a tie-in with the LEGO Movie 2, we jumped at it. And by jumped, we mean that we made the most obvious, feature-ridden, not-hiding-our-cards, overt, promotional tie-in ever.