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

HC_79 said:
A friend just messaged to say she saw the commercial watching the game.
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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...
 
jered said:
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.
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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.
 
L-Dude said:
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.
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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.
 
Bunnylebowski said:
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.
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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.
 
2.5 million views and counting! Looks like Lucid hit a home run with Timothee!

I forsee more ads continuing the story!
 
GoDestruction said:
I am sure a few 1000 of those are mine 😆
For a sequel, what could possibly happen in Tucson ?!!
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On the website there’s a video of them eating pizza in the frunk. Nice that he got his frunk seat whilst a huge chunk of GDE owners are still waiting. Clearly, we’re just expected to sit on the hard plastic and suck it up 😂

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HC_79 said:
On the website there’s a video of them eating pizza in the frunk. Nice that he got his frunk seat whilst a huge chunk of GDE owners are still waiting. Clearly, we’re just expected to sit on the hard plastic and suck it up 😂

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This is the bougiest thing I’ve heard in a while, lol.

But I hope you get the seats soon. XD
 
Yeah the shorter version of the ad is great too, as it’s pretty punchy and fun.
 
They didn't take Shaq's customized Air, so we know it wasn't Chalamet taking another Lucid.

www.espn.com

Shaquille O'Neal's custom Range Rover stolen in transport

A $180,000 Range Rover customized for NBA legend Shaquille O'Neal was stolen in Georgia earlier this month, and law enforcement is still on the hunt for it.
www.espn.com www.espn.com
 
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