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New Ad Campaign

Saw the new commercial while streaming on Hulu tonight. Definitely a different (positive) feel from prior marketing. As a stockholder, I'm encouraged by the shift and think it has potential to help gain momentum for the company. Whatever it takes to change my most common parking lot conversations:
"That's a nice looking car. What is it?"
"It's a Lucid Air"
"Who makes it?"
"Lucid."
"Never heard of it."
 
The first ad I've seen... they're rolling out quickly! This 15 second ad is perfect, and its also playing before a F1 video (to a slight extent, showing the audience they are targeting).
1733974511851.webp
 
cplewes said:
Hmmm. One mans different option. Don't want to quash the vibe but I doubt this ad moves the needle. Concept and slogan are great but the execution falls short. It's a choppy edit to a fault than can turn some folks off. I feel it's hard to tell what you are selling if you are not already a fan like I am. The car cuts chosen , while spirited, are too few and lack the elegance which is the core of our elevated driving experience. I just think a few seconds where you can really linger over our car would visually reinforce its claim of superiority. (Story I could not keep my mouth shut as I used to do car adds)
Click to expand...
It’s less snobby and that’s good- to the point- Best damn car….there is nothing else to distract you from that message….
 
I rewatched the full length ad again, paying closer attention to the editing, shot choices and sound. On repeat viewing this ad absolutely rocks, and I have no criticisms, I think it’s one of the best car ads I’ve seen in years. It conveys putting the work in to achieve greatness, without being arrogant or fancy. The price of Lucids right now, while competitive and representing excellent value in its class, is still in “fancy car” land, so this ad is so great because it makes you not think about the car as a fancy car, but as an impressive assertive achievement. One of my co workers who knew very little about Lucid saw this ad and thought it was awesome, then looked up Gravity and said “oh crap it’s a $100k car”, but hey at least the ad made him look. I think the ad is a big leap for brand awareness, great job.
 
These new ads stylishly speak luxury to me.
Anyone seeing them have to wonder "What is a Lucid?".
The same message that Benz, BMW, Porsche have spoken for years.

There was a time you didn't see many Benz or BMW models on the road.
Over the years those two brands became known for luxury, quality, performance; exceptions to the mass market cars of Honda, Toyota, and others.
Not that Honda, Toyota, and others were low quality, but MB and BMW were known for being at another level.

Over time, both brands expanded their offerings and now you see them everywhere.

I like that Peter continually talks about quality and seeking to avoid the quality issues with suppliers, along with getting the software right.
The cars have to backup what the ads are saying.

I want a Gravity Touring TODAY like a child wants a bike for Christmas, but honestly I want them to take their time, because if they can get it right, years from now Lucid will be in the minds of everyday people like Porsche, Benz, and BMW. Even if most can't afford a Gravity. However, the midsize and subsequent models will address that issue.
 
Bunnylebowski said:
I rewatched the full length ad again, paying closer attention to the editing, shot choices and sound. On repeat viewing this ad absolutely rocks, and I have no criticisms, I think it’s one of the best car ads I’ve seen in years. It conveys putting the work in to achieve greatness, without being arrogant or fancy. The price of Lucids right now, while competitive and representing excellent value in its class, is still in “fancy car” land, so this ad is so great because it makes you not think about the car as a fancy car, but as an impressive assertive achievement. One of my co workers who knew very little about Lucid saw this ad and thought it was awesome, then looked up Gravity and said “oh crap it’s a $100k car”, but hey at least the ad made him look. I think the ad is a big leap for brand awareness, great job.
Click to expand...
Hopefully your friend will keep the name Lucid in his mind and consider the midsize when it's released.
 
"Compromise Nothing" evokes "The Best or Nothing" in a good way.
 
Jstaal said:
My wifey is an ad executive and she said “compromise nothing” is a solid tag line, it “sticks” and complimented whomever their creative director is..
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Yeah another friend of mine who’s a creative representative for ad directors and agencies who has been on many car ad shoots told me he thought the Lucid ad rocked also.
 
Does anyone remember Porsche's "Kills Bugs Fast" ad campaign?

I really like the tenor of the new Lucid ad. I think the missing final step is bridging from the manufacturer's claim about the car to what others have said about it. Maybe take a few seconds out of the front end of the ad and use it at the end to flash on the screen a quick series of key awards, starting with the Motor Trend Car of the Year and World Luxury Car awards, and then a rapid succession of other awards. The COTY and World Car awards should get the focus, because they were not EV specific:

lucidmotors.com

Awards & Accolades | Lucid Motors

The prestigious Lucid Air earns numerous awards and accolades for a best-in-class luxury electric car for range, performance, and design.
lucidmotors.com lucidmotors.com

I think very few people know just how damn many awards this car has won.
 
hmp10 said:
Does anyone remember Porsche's "Kills Bugs Fast" ad campaign?

I really like the tenor of the new Lucid ad. I think the missing final step is bridging from the manufacturer's claim about the car to what others have said about it. Maybe take a few seconds out of the front end of the ad and use it at the end to flash on the screen a quick series of key awards, starting with the Motor Trend Car of the Year and World Luxury Car awards, and then a rapid succession of other awards. The COTY and World Car awards should get the focus, because they were not EV specific:

lucidmotors.com

Awards & Accolades | Lucid Motors

The prestigious Lucid Air earns numerous awards and accolades for a best-in-class luxury electric car for range, performance, and design.
lucidmotors.com lucidmotors.com

I think very few people know just how damn many awards this car has won.
Click to expand...
I suspect this won’t be the last ad. This was the brand identity establishing ad. I imagine there will be more car-specific ads coming, but I don’t know.
 
Cosmo Cruz said:
View attachment 25186
Click to expand...
Volvo used to have amazing magazine ads. Remember the one with them stacked on top of eachother? Then there was the Volvo S60 R TV ad where The Stig did a reverse power slide onto a car carrier. I read Ben Collins book and his recounting of that shoot was amazing, it was impressive how they pulled off that shot.

And the ad you posted above summarizes why I got the V60 Polestar PHEV. I know I talk too much about the car and its software is not great (although built in Google maps is great) but the car rips for a wagon, the B&W audio system is great although doesn’t beat Lucid SSP but has ballsy subwooofer, and does true one pedal driving well and is the only PHEV wagon you can buy in the US. If you put it in Polestar mode it gets fierce…and also does 22mpg in that mode vs 75mpg in PHEV driving. The Lucid is obviously a way better car but this spicy wagon is the only other car I’ve driven in a long time I like quite a lot.
 
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