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Timothée Chalamet and Director James Mangold bring Lucid Gravity to life in Lucid’s new global brand campaign, Driven

That's pretty much how we had to bust up in there to get our cars! That was a fun commercial but it almost sounded like they added engine sounds!
 
Edgy and fun but what is the message? Performance and range I guess.
 
Wish they would have pulled way ahead of the ICE police vehicle.

I’d have smoked em in my Air. (And @HC_79 ’s Gravity… if he let me borrow it 😂)

Super well executed tho, glad to see they are targeting a younger audience. I think that is something essential to Gravity but more so to midsize. Brand awareness and relevance is huge.

Tesla sold people with the “luxury” of Model S, then crushed Model 3. I’m hoping some of the same with Lucid and midsize.
 
Great video and well made! Now, if only someone told the foley artist that the car is electric...
 
Shows off a bunch of diff things like range, cargo room with motorcycle fitting in the back, front with headlights looks awesome. Well done!
 
Born2Mess said:
🤣🤣🤣
Click to expand...
Good trick to get a motorcycle in the back of a Gravity. Of course, there is zero chance of fuel spillage from the bike an it is completely secure. Fanciful stuff.
 
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Not sure this is the right messaging or target market for the Gravity. Rather than using old tropes they should accent the engineering with a more age appropriate brand ambassador.
 
Well, if Tucson is 430 miles away, 450 miles of range won’t get them there. So I hope the next video shows them stopping at a Tesla supercharger! 😂
 
Lucidownersoon said:
Not sure this is the right messaging or target market for the Gravity. Rather than using old tropes they should accent the engineering with a more age appropriate brand ambassador.
Click to expand...
Age appropriate? there's a reason they went with Tomothy because the current stigma Lucid carries is they're an expensive car for old people. They need to move down market to get a younger group of people buying into the brand. Apart from the die hard fans, no one cares about the engineering. As you can see from the jokes in here, people care about being able to get into the car and it start every time with the key, along with it being reliable enough to not have to go to a Service Center so early into ownership. Lucid has beaten the engineering horse to death and its not resonating with the market so it's smart to pivot away from it.
 
I don’t understand how he could drive without a fob OR a key card. Is the ad meant to show it’s an easy car to steal? He didn’t take time to set up the phone app or his profile! 😉

Suspension of disbelief, I guess…
 
IMO Chamalet is just meh for any age group. If they really wanted to make a splash with the slightly younger crowd they should have went with the cast and singers of Kpop demon hunters to lock in the key demographic of SUV drivers: moms in their late 20s to 40s.
 
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