{"id":27553,"date":"2024-12-12T13:56:52","date_gmt":"2024-12-12T21:56:52","guid":{"rendered":"https:\/\/presskitchen.com\/?p=27553"},"modified":"2026-01-28T09:50:09","modified_gmt":"2026-01-28T09:50:09","slug":"behind-ev-maker-lucids-first-campaign-from-giant-spoon","status":"publish","type":"post","link":"https:\/\/demo.techsystintel.com\/press_kitchen_dev\/behind-ev-maker-lucids-first-campaign-from-giant-spoon\/","title":{"rendered":"Behind EV maker Lucid\u2019s first campaign from Giant Spoon"},"content":{"rendered":"<p><img decoding=\"async\" class=\"aligncenter size-full wp-image-27554\" src=\"https:\/\/demo.techsystintel.com\/press_kitchen_dev\/wp-content\/uploads\/2024\/12\/Screen-Shot-2024-12-12-at-1.31.26-PM.png\" alt=\"\" width=\"560\" height=\"172\" srcset=\"https:\/\/demo.techsystintel.com\/press_kitchen_dev\/wp-content\/uploads\/2024\/12\/Screen-Shot-2024-12-12-at-1.31.26-PM.png 560w, https:\/\/demo.techsystintel.com\/press_kitchen_dev\/wp-content\/uploads\/2024\/12\/Screen-Shot-2024-12-12-at-1.31.26-PM-300x92.png 300w, https:\/\/demo.techsystintel.com\/press_kitchen_dev\/wp-content\/uploads\/2024\/12\/Screen-Shot-2024-12-12-at-1.31.26-PM-350x108.png 350w\" sizes=\"(max-width: 560px) 100vw, 560px\" \/><\/p>\n<div class=\"block block-crain-aa-articles block-article-title-subhead column-xs-12 column-lg-8\" data-block-plugin-id=\"article_title_subhead\">\n<p><a class=\"primary-button special-report-link\" href=\"https:\/\/adage.com\/section\/marketing-news-strategy\/319\">Marketing News &amp; Strategy<\/a><\/p>\n<h1 class=\"article-title\">Behind EV maker Lucid\u2019s first campaign from Giant Spoon<\/h1>\n<div class=\"subhead-text\">The automaker connects its \u2018no compromise\u2019 approach to Muhammad Ali, Nina Simone and Neil Armstrong in its first full-fledged brand campaign<\/div>\n<div><\/div>\n<\/div>\n<div class=\"block block-crain-aa-articles block-article-byline-publish-date column-xs-12\" data-block-plugin-id=\"article_byline_publish_date\">\n<div class=\"byline-date\">By\u00a0<span class=\"author-name\"><a href=\"https:\/\/adage.com\/author\/ej-schultz\/471\" hreflang=\"en\">E.J. Schultz<\/a>.<\/span>\u00a0Published on December 11, 2024.<\/div>\n<\/div>\n<div>\n<p><iframe title=\"Lucid Motors | Compromise Nothing\" width=\"840\" height=\"473\" src=\"https:\/\/www.youtube.com\/embed\/PflJhLc6xd8?feature=oembed&#038;width=840&#038;height=1000&#038;discover=1\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe><\/p>\n<\/div>\n<div>\n<div id=\"mm-0\" class=\"mm-page mm-slideout\">\n<div class=\"has-interstitial-ads-page\">\n<div class=\"dialog-off-canvas-main-canvas\" data-off-canvas-main-canvas=\"\">\n<div class=\"layout-container\">\n<p>&nbsp;<\/p>\n<div class=\"layout-content\">\n<div class=\"region region-content\">\n<article class=\"node node--type-article node--view-mode-full clearfix\">\n<div class=\"layout-2col-8x4 clearfix \">\n<div class=\"content-wrapper region-two-col\">\n<div class=\"region-featured row-wrapper\">\n<div class=\"region-featured-left column-xs-12 column-sm-12 column-md-12 column-lg-8\">\n<div class=\"block-region-content-left\">\n<div class=\"block block-ctools-block block-entity-fieldnodefield-emphasis-image\" data-block-plugin-id=\"entity_field:node:field_emphasis_image\">\n<div class=\"article-main-image-wrapper \">\n<div class=\"field__item article-main-image \">\n<div class=\"article-main-image-credit-caption-wrapper\">\n<div class=\"article-main-image-caption\">\n<p><em><strong>Lucid is running its first full-fledged brand campaign.<\/strong><\/em><\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<div class=\"block block-ctools-block block-entity-fieldnodefield-paragraphs\" data-block-plugin-id=\"entity_field:node:field_paragraphs\">\n<div class=\"editor-description__wrapper\">\n<div class=\"field field--name-field-paragraphs field--type-entity-reference-revisions field--label-hidden article-paragraph field__items\">\n<div class=\"item--paragraph--type--body field__item\">\n<div class=\"block block-\">\n<div class=\"field--name-field-paragraph-body \">\n<p id=\"first-graph\" class=\"inline-ad-para paragraph-newsletter-1\">Lucid is channeling Muhammad Ali, Nina Simone and Neil Armstrong in the electric vehicle marketer\u2019s largest campaign since it was founded eight years ago. The effort, called \u201cCompromise Nothing,\u201d positions Lucid as delivering driving range and performance without any trade-offs in an attempt to set it apart not just from other EVs but from vehicles of any kind.<\/p>\n<p class=\"inline-ad-para paragraph-newsletter-2\">\u201cWhy settle for the best EV when you can build the best damn car,\u201d a voiceover states in an ad that mixes historical footage of Ali, Simone and Armstrong with scenes of a Lucid driving along an open road.<\/p>\n<\/div>\n<\/div>\n<\/div>\n<div class=\"item--paragraph--type--embed field__item\">\n<div class=\"paragraph paragraph--type--embed paragraph--view-mode--default\">\n<div class=\"sbRecirculation\"><a href=\"https:\/\/www.adage.com\/article\/special-report-global-automotive-marketing-awards\/global-automotive-marketing-awards\/2593331\">See all of the Global Automotive Marketing Awards winners here<\/a><\/div>\n<\/div>\n<\/div>\n<div class=\"item--paragraph--type--body field__item\">\n<div class=\"block block-\">\n<div class=\"field--name-field-paragraph-body \">\n<p class=\"paragraph-newsletter-3\">The campaign marks the debut campaign for Lucid from Giant Spoon, which was recently named the brand\u2019s lead creative and strategic agency in the U.S., after a competitive review.<\/p>\n<p class=\"paragraph-newsletter-4\">The ad mostly features the Lucid Air, a luxury sedan that\u00a0<a class=\"omnitrack inline-paragraph-link\" href=\"https:\/\/lucidmotors.com\/media-room\/dreams-come-true-lucid-confirms-first-customer-deliveries\" data-omnilocation=\"articlebody\" data-omnilink=\"editorial-link\">first went on sale in 2021<\/a>\u00a0(with\u00a0<a class=\"omnitrack inline-paragraph-link\" href=\"https:\/\/lucidmotors.com\/air-pure?utm_source=google&amp;utm_medium=paid_search&amp;utm_campaign=google_paid_search_en-us_acquisition_b_models_air-trims_exact&amp;platform=google&amp;locale=en-us&amp;initiative_a=acquisition&amp;targeting_a=b&amp;targeting_b=air-pure&amp;gad_source=1&amp;gclid=CjwKCAiA6t-6BhA3EiwAltRFGCG2d-KK3y1WNQ7pCOMdqRrCsiJCdYAxuS3JPBnEHeMxEx8ic3B0VxoCiYQQAvD_BwE\" data-omnilocation=\"articlebody\" data-omnilink=\"editorial-link\">2025 model year pricing starting at $69,900<\/a>). The spot also includes a cameo of the new Gravity crossover (at the 32-second mark), which\u00a0<a class=\"omnitrack inline-paragraph-link\" href=\"https:\/\/www.autonews.com\/lucid-motors\/an-lucid-starts-gravity-crossover-production\/\" data-omnilocation=\"articlebody\" data-omnilink=\"editorial-link\">recently went into production and has a starting price of $96,550, including shipping.<\/a><\/p>\n<p><img decoding=\"async\" class=\"aligncenter size-full wp-image-27555\" src=\"https:\/\/demo.techsystintel.com\/press_kitchen_dev\/wp-content\/uploads\/2024\/12\/Screen-Shot-2024-12-12-at-1.43.38-PM.png\" alt=\"\" width=\"1278\" height=\"842\" srcset=\"https:\/\/demo.techsystintel.com\/press_kitchen_dev\/wp-content\/uploads\/2024\/12\/Screen-Shot-2024-12-12-at-1.43.38-PM.png 1278w, https:\/\/demo.techsystintel.com\/press_kitchen_dev\/wp-content\/uploads\/2024\/12\/Screen-Shot-2024-12-12-at-1.43.38-PM-300x198.png 300w, https:\/\/demo.techsystintel.com\/press_kitchen_dev\/wp-content\/uploads\/2024\/12\/Screen-Shot-2024-12-12-at-1.43.38-PM-1024x675.png 1024w, https:\/\/demo.techsystintel.com\/press_kitchen_dev\/wp-content\/uploads\/2024\/12\/Screen-Shot-2024-12-12-at-1.43.38-PM-768x506.png 768w, https:\/\/demo.techsystintel.com\/press_kitchen_dev\/wp-content\/uploads\/2024\/12\/Screen-Shot-2024-12-12-at-1.43.38-PM-350x231.png 350w, https:\/\/demo.techsystintel.com\/press_kitchen_dev\/wp-content\/uploads\/2024\/12\/Screen-Shot-2024-12-12-at-1.43.38-PM-600x395.png 600w, https:\/\/demo.techsystintel.com\/press_kitchen_dev\/wp-content\/uploads\/2024\/12\/Screen-Shot-2024-12-12-at-1.43.38-PM-uai-900x593.png 900w\" sizes=\"(max-width: 1278px) 100vw, 1278px\" \/><\/p>\n<\/div>\n<\/div>\n<\/div>\n<div class=\"item--paragraph--type--body field__item\">\n<div class=\"block block-\">\n<div class=\"field--name-field-paragraph-body \">\n<p class=\"paragraph-newsletter-10\">Lucid says the new work is its first full-fledged brand campaign. It has run national ads before, including in 2021 when it <a class=\"omnitrack inline-paragraph-link\" href=\"https:\/\/adage.com\/article\/cmo-strategy\/tesla-competitors-lucid-motors-vw-ford-stalk-elon-musks-snl-appearance-ads-during-show\/2334401\" data-omnilocation=\"articlebody\" data-omnilink=\"editorial-link\">aired a spot from Erich &amp; Kallman during a \u201cSaturday Night Live\u201d episode<\/a>\u00a0hosted by Elon Musk, CEO of competitor Tesla.<\/p>\n<p class=\"inline-ad-para paragraph-newsletter-11\">The media buy includes streaming services such as YouTube TV and Amazon Prime, with outdoor ads in New York, Los Angeles and Las Vegas. Print ads will run in Car and Driver, Road &amp; Track, Esquire, Autoweek and Town &amp; Country.<\/p>\n<p class=\"paragraph-newsletter-12\">While the brand has focused on \u201cEV excellence,\u201d technology and performance, \u201cwe\u2019ve always had some challenges with connecting with a wider audience,\u201d said Derek Jenkins, Lucid\u2019s senior VP for design and brand. Lucid customers are \u201creally passionate about technology, about innovation, sustainability\u2014but they also did have a strong desire for something truly special and outstanding,\u201d he added. With the new campaign, Lucid wanted to \u201cdistill all of that into a message that strikes at the emotional core of those types of customers.\u201d<\/p>\n<p class=\"inline-ad-para paragraph-newsletter-13\">The inclusion of Ali, Simone and Armstrong in the ad is intended to portray the idea that Lucid is building EVs its way, without following any prescribed templates, said Jonathan Haber, cofounder of Giant Spoon.<\/p>\n<p class=\"paragraph-newsletter-14\">\u201cWe\u2019re not comparing the car to those people. Those people are their own icons,\u201d Haber said. \u201cBut we were certainly inspired by the attitude and the ethos and what they accomplished in the world, and we feel like that\u2019s kind of an inspiration point for the car.\u201d<\/p>\n<\/div>\n<\/div>\n<\/div>\n<div class=\"item--paragraph--type--body field__item\">\n<div class=\"block block-\">\n<div class=\"field--name-field-paragraph-body \">\n<p class=\"paragraph-newsletter-15\">California-based Lucid Motors is among several EV startups taking on market leader Tesla and a rising number of EVs offered by traditional automakers. Lucid reported third-quarter revenue of $200 million and a net loss of $950 million. It says it is on pace to produce 9,000 vehicles in 2024. Given that relatively low amount, analysts say the forthcoming Gravity needs to be a hit,\u00a0<a class=\"omnitrack inline-paragraph-link\" href=\"https:\/\/www.autonews.com\/lucid-motors\/an-lucid-starts-gravity-crossover-production\/\" data-omnilocation=\"articlebody\" data-omnilink=\"editorial-link\">Automotive News has reported.<\/a><\/p>\n<div id=\"remove-recommended\">Read the full article <a href=\"https:\/\/adage.com\/article\/marketing-news-strategy\/lucid-ev-ads-include-muhammad-ali\/2595421\">HERE<\/a>.<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<div class=\"block-region-content-left\">\n<div class=\"block block-crain-aa-articles block-article-category-topics\" data-block-plugin-id=\"article_category_topics\">\n<div class=\"category-topics-wrapper article-tags-wrapper\"><\/div>\n<\/div>\n<div class=\"views-element-container block block-views block-views-blockauthor-bio-display-block\" data-block-plugin-id=\"views_block:author_bio_display-block\">\n<div>\n<div class=\"view view-author-bio-display view-id-author_bio_display view-display-id-block js-view-dom-id-2fb5178dea1c17c7417cecc728e908df40f0a82e0d82e20004dd6ed3ade49ab4\">\n<div class=\"view-content\">\n<div class=\"views-row\" data-content-type=\"article\">\n<div class=\"author-bio-wrapper\">\n<div class=\"author-bio-image\"><\/div>\n<div class=\"author-bio-content\">\n<div class=\"author-bio-name\"><a href=\"https:\/\/adage.com\/author\/ej-schultz\/471\" hreflang=\"en\">E.J. Schultz<\/a><\/div>\n<div class=\"author-bio-description\">\n<p>E.J. Schultz is the News Editor for Ad Age, overseeing breaking news and daily coverage. He also contributes reporting on the beverage, automotive and sports marketing industries. He is a former reporter for McClatchy newspapers, including the Fresno Bee, where he covered business and state government and politics.<\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/article>\n<\/div>\n<\/div>\n<p>&nbsp;<\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>Marketing News &amp; Strategy Behind EV maker Lucid\u2019s first campaign from Giant Spoon The automaker connects its \u2018no compromise\u2019 approach to Muhammad Ali, Nina Simone and Neil Armstrong in its first full-fledged brand campaign By\u00a0E.J&#8230;.<\/p>\n","protected":false},"author":2,"featured_media":27555,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[211,218,626],"tags":[4560,4561,4562,216,4563,248,4564,249,259,261,263,319,3623,4555,4556,4557,4558,4559],"class_list":["post-27553","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-fresh-news","category-advertising","category-agencies","tag-lucid-motors","tag-muhammad-ali","tag-neil-armstrong","tag-marketing","tag-nina-simone","tag-ad","tag-nina-simone-and-neil-armstrong-in-the-electric-vehicle-marketerev-maker","tag-advertising","tag-campaign","tag-commercial","tag-creativity","tag-adage","tag-brand-campaign","tag-compromise-nothing-ad","tag-ev","tag-ev-marketing","tag-giant-spoon","tag-lucid"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.0 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ 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