Electric vehicle maker Lucid Motors has launched "Driven," a cinematic ad campaign for its new Gravity SUV, starring global brand ambassador Timothée Chalamet and directed by James Mangold. The high-profile campaign kicks off a multi-year partnership designed to broaden the EV maker’s cultural relevance.
- More movie than motor: The collaboration leans heavily on Hollywood talent to sell its new SUV. The two-minute spot is more short film than car commercial, pairing the Dune star with the director of Ford v Ferrari. It's not Chalamet's first EV endorsement; he previously appeared in a Super Bowl ad for the Cadillac Lyriq.
- A cinematic joyride: The ad’s narrative follows Chalamet and co-star Larsen Thompson as a newlywed couple who hijack the Gravity SUV from a top-secret facility, sparking a desert chase. “[This] gave us an incredible opportunity to explore how cinematic craft can bring Lucid Gravity to life,” said Akerho “AK” Oghoghomeh, Lucid's SVP of Marketing.
The campaign is a massive cultural bet for Lucid, aiming to translate Hollywood glamour into showroom sales for its critical new SUV. The company is banking on star power to make its mark in a competitive market. Lucid's big marketing push comes as it navigates financial pressures, with its stock hitting a new low following a reverse stock split. The company also recently secured a $300 million investment from Uber, which includes an agreement to purchase 20,000 Gravity vehicles.
