Lucid unveiled a new creative campaign titled “Driven,” featuring Academy Award-nominated actor Timothée Chalamet as the company’s first global brand ambassador and directed by filmmaker James Mangold. The campaign spotlights Lucid’s all-electric Gravity SUV, set to reach customers in 2025.
The film, produced in 30-second, 60-second and extended two-minute versions, follows Chalamet as “The Groom” alongside actress Larsen Thompson. The narrative shows the pair discovering the Lucid Gravity after their motorcycle breaks down, positioning the SUV as a futuristic and cinematic breakthrough. Mangold, known for films such as Ford v Ferrari, collaborated with Lucid to craft the story, which also featured professional stunt driver Tanner Foust and the stunt team from Mangold’s 2019 racing drama.
https://www.youtube.com/watch?v=EtX8skGpu0Y
“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.”
The Gravity, a three-row electric SUV, is positioned as blending performance with utility. Lucid said the model offers space for up to seven passengers and their luggage while delivering sports-car dynamics. The Gravity Grand Touring variant has an EPA-estimated range of 437 miles when equipped with select wheels.
The campaign’s soundtrack includes a new arrangement of the song “Burning” by Yeah Yeah Yeahs, underscoring what Lucid described as a departure from traditional automotive advertising. The company said Chalamet will appear in future campaigns as part of a multi-year partnership.
Chalamet, a two-time Academy Award nominee and recent Screen Actors Guild Award winner, and Mangold, who is currently directing a forthcoming Star Wars film, are the first Hollywood figures to headline a Lucid campaign.
