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Lucid Group has announced a new creative campaign, titled “Driven,” featuring Academy Award-nominated actor Timothée Chalamet. The campaign, directed by renowned filmmaker James Mangold, showcases the brand’s all-electric SUV, the Lucid Gravity, in an exhilarating new brand story. This collaboration marks the beginning of a multi-year partnership with Chalamet as the brand’s first global ambassador.
Key Highlights
- Lucid launches its “Driven” campaign for the all-electric Lucid Gravity SUV.
- The campaign introduces a multi-year partnership with actor Timothée Chalamet as the brand’s first-ever global ambassador.
- The new brand story is directed by James Mangold, acclaimed for films like Ford v Ferrari.
- The campaign highlights the Lucid Gravity’s unique combination of space, speed, and range.
A Cinematic Brand Story
The new campaign is presented in 30-second, 60-second, and an extended two-minute director’s cut format. The story follows Chalamet, playing “The Groom,” and his bride, portrayed by Larsen Thompson, on a mission to “see the world.” After their motorcycle breaks down, the pair discovers a clandestine supercar—the Lucid Gravity—in a remote facility and continues their journey.
The narrative positions the Lucid Gravity as a miraculous discovery, a vehicle with such an unprecedented combination of features that it seems otherworldly. The short film was a shared vision between Mangold and Lucid, pushing beyond traditional partnerships to create a unique visual experience. The project also features the stunt team from Mangold’s 2019 blockbuster Ford v Ferrari, with professional stunt driving by Tanner Foust. The soundtrack includes a unique arrangement of the song “Burning” by Yeah Yeah Yeahs.
“This campaign marks an exciting step into a new kind of storytelling for Lucid,” said Akerho “AK” Oghoghomeh, Senior Vice President of Marketing at Lucid Motors. “Bringing together Timothée and James gave us an incredible opportunity to explore how cinematic craft can bring Lucid Gravity to life.”
Showcasing the Lucid Gravity
The campaign prominently features the all-electric SUV, emphasizing its blend of versatility, performance, and design. The Lucid Gravity is engineered to offer the sophisticated utility of a three-row SUV with the performance of a sports car.
The vehicle provides expansive interior space to accommodate up to seven passengers and their luggage, making it an ideal companion for travel and exploration. The Lucid Gravity Grand Touring model offers an EPA-estimated range of 437 miles when configured with specific wheels, showcasing its capability for long-distance journeys.
Award-Winning Talent
The partnership brings together notable figures from the film industry. Timothée Chalamet is a two-time Academy Award nominee who recently won a Screen Actors Guild Award. Director James Mangold is a renowned filmmaker celebrated for his compelling storytelling. Chalamet will be featured in upcoming campaigns and creative content as part of his multi-year role as global brand ambassador.
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