• by Tanya Gazdik , Yesterday

Lucid is a making a cinematic splash with creative including a long-form spot featuring global brand ambassador Timothée Chalamet.

The electric vehicle automaker debuted “Driven,” an over-the-top spot that feels more like an action movie than a commercial. 

The adrenaline-fueled spot from Giant Spoon is directed by filmmaker James Mangold of Minted Content, and also features the stunt team from Mangold’s 2019 "Ford v Ferrari" blockbuster.

Creative showcases the capabilities of the all-electric Lucid Gravity, driven hard by Chalamet and his bride as they escape the authorities, with shades of the movie “Thelma and Louise.” But instead of going over a cliff, the pair take off for Tucson, their first stop on “seeing the world.” 

The car is shown blowing past a sign that says Tucson is 430 miles, a nod toward the Lucid Gravity’s impressive electric range. 

The campaign marks the beginning of the brand’s multiyear partnership with Chalamet. It includes a 30-second, 60-second, and an extended two-minute director’s cut format.  The backing music is an arrangement of “Burning” by Yeah Yeah Yeahs.

It will air during the NFL livestream between the Kansas City Chiefs and Los Angeles Chargers in São Paulo, Brazil Friday, Sept. 5 on YouTube and YouTube TV.

The director's cut brings together a shared vision between Mangold and Lucid  to create a visual experience that both inspires and celebrates innovation, according to  Akerho “AK” Oghoghomeh, senior vice president of marketing at Lucid Motors.

“One of the clearest mandates I’ve been given since joining Lucid Motors is to build a brand that resonates beyond the automotive category, one that feels culturally relevant, emotionally connected, and unmistakably distinct.build a brand that resonates beyond the automotive category, one that feels culturally relevant, emotionally connected, and unmistakably distinct,” Oghoghomeh posted on LinkedIn. 

The campaign — which is “a story of space, speed, and possibility” — marks a step into a new kind of storytelling for Lucid, he says.

“Bringing together Timothée and [the director James Mangold] gave us an incredible opportunity to explore how cinematic craft can bring Lucid Gravity to life,” Oghoghomeh says in a release. “James’ vision captures its versatility, performance, and handling in ways that invite people to experience the brand differently; through story, not just specification.”