• by Tanya Gazdik , December 18, 2024

Lucid Motors has chosen a lead agency and is launching its first brand campaign.

The luxury electric vehicle maker hired Giant Spoon to handle creative and strategic duties in the U.S., with extended support globally. The partnership kicks off with the launch of Lucid’s first brand campaign, “Compromise Nothing,” featuring Muhammad Ali, Nina Simone and Neil Armstrong.

The 60-second spot positions Lucid’s technology and engineering as “the superior vehicle that customers want, without the tradeoffs.” The campaign shows Lucid Air alongside a preview of the upcoming Lucid Gravity SUV.

Lucid recently opened customer orders for its new SUV.

To share the inspiration that motivated it to redefine the EV category, Lucid chose the three greats who “worked harder, dreamed further, and never stopped short at ‘good enough’ to make an undeniable mark in history.”

The effort, which includes connected TV, digital, social, print and OOH, will run through 2025, says Jonathan Haber, cofounder at Giant Spoon. 

"This is about articulating and celebrating the ethos behind Lucid as a company, for the first time,” Haber tells Marketing Daily. “We’ve created a creative platform that encompasses its brand ethos, honors its origin story, AND emphasizes its technical prowess, all in service of promoting Air and the upcoming Gravity SUV. From day one, Lucid pledged to redefine the category with cutting-edge technology and engineering, delivering not just the best EVs, but giving consumers the best damn car.”

Since it is a brand campaign as much as it is a new creative platform, the agency plans to build on it and evolve it over time, Haber says.