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

[EV_wings]

 

[jered]

A friend just messaged to say she saw the commercial watching the game.

Huh! When I watched the spot my reaction was "wow, I really don't understand how advertising works... is the message that a Gravity is easy to steal?" but apparently this is being effective for brand awareness. Good.

Unrelated: My 5 year old is finally no longer wanting to drive in the Tesla. He was riding his trike around earlier and making beeping sounds when backing up "because it's a Lucid". Progress, I suppose...

 

[L-Dude]

Huh! When I watched the spot my reaction was "wow, I really don't understand how advertising works... is the message that a Gravity is easy to steal?" but apparently this is being effective for brand awareness. Good.

Yeah this is straightforward branding. Linking attibutes to the Lucid name: Tech, coolness, a little bit outlaw, anti-mainstream. The new marketing guy is getting it done IMO.

 

[Bunnylebowski]

Yeah this is straightforward branding. Linking attibutes to the Lucid name: Tech, coolness, a little bit outlaw, anti-mainstream. The new marketing guy is getting it done IMO.

Having seen advertising from inside the creative end of it (post-production, we’d do ads when we weren’t on films), in advertising there are a LOT of unqualified decision makers, no vision at all, bad ideas that get greenlit and sometimes ludicrous waste and disorganization that is evident in the end product. I see zero signs of that with this campaign. That’s what was cool about that BMW short films campaign, as when we did ads we were used to being told what to do by people who had terrible taste, no entertainment literacy and sometimes ignorant generalizations in the search of hitting the demographic, but then BMW did that campaign, which was universally well received, and everyone was like “Yes! Finally an artful story-telling way to get people to learn how cool this thing is!”, so yeah I’m thrilled to see Lucid doing what BMW did.

 

[L-Dude]

Having seen advertising from inside the creative end of it (post-production, we’d do ads when we weren’t on films), in advertising there are a LOT of unqualified decision makers, no vision at all, bad ideas that get greenlit and sometimes ludicrous waste and disorganization that is evident in the end product. I see zero signs of that with this campaign. That’s what was cool about that BMW short films campaign, as when we did ads we were used to being told what to do by people who had terrible taste, no entertainment literacy and sometimes ignorant generalizations in the search of hitting the demographic, but then BMW did that campaign, which was universally well received, and everyone was like “Yes! Finally an artful story-telling way to get people to learn how cool this thing is!”, so yeah I’m thrilled to see Lucid doing what BMW did.

Yeah I can tell you've been on the inside. Sometimes you get the account people calling the shots (rather than the creatives) and you get a terrible product. Sometimes its the production folks that can't deliver, but that is less common. If you select talented production people and get out of their way, you usually get something pretty good.