Years after its reveal, the Lucid Gravity needed a breakthrough moment bold enough to cut through the noise and announce Lucid Motors’ first SUV as a true arrival in an increasingly crowded category.
But the Lucid Gravity faced an unexpected challenge: the industry couldn’t place it. Its unprecedented mix of space, speed, and range drew reactions that swung from cynical (“futuristic minivan”) to awestruck (“seven-seat supercar”). The Lucid Gravity wasn’t just ahead of the category–it felt not of this world.
To launch a vehicle that defied labels, we needed to do more than list features. We needed to make the impossible feel real. Under Lucid’s “Compromise Nothing” platform, we launched Gravity Has Landed, positioning the Lucid Gravity as a car so advanced, it didn’t feel like it was from Earth.
The campaign launched with a mysterious UAP (unidentified anomalous phenomenon) infiltrating influencer feeds, beaming down blurred, otherworldly silhouettes of an unknown vehicle. Curiosity peaked when the UAP “landed” above the Lucid Studio in NYC’s Meatpacking District, revealing the all-new Lucid Gravity’s arrival on Earth.
At the VIP reveal, Lucid Gravity became the spectacle, powering a live performance by Cautious Clay and igniting attention both on the street and online. In the days leading up, creator-led UAP sightings—seamlessly blending CGI with real-world footage—seeded intrigue nationwide, culminating in the NYC landing exactly where audiences would soon encounter the IRL installation.
What happens after an otherworldly object lands on earth? It’s taken into government custody, of course. We then released a redacted “government file” via Reddit’s Freeform Ad Unit–an in-universe document touting Lucid Gravity’s otherworldly capabilities before revealing the vehicle had been stolen by two unidentified subjects.
Those two subjects were later unveiled as Timothée Chalamet and Larsen Thompson in the high-octane James Mangold-directed film “Driven,” when the duo discovers the car in a government facility. The film launched with a modern media strategy for a modern vehicle, across broadcast, digital, social, and print, including in a first-of-its-kind YouTube TV’s NFL broadcast to a global audience.
With Gravity Has Landed, Lucid redefined how a modern automotive brand enters culture. The campaign drove a 10% increase in likelihood to purchase a Lucid within six months and generated 36 million digital impressions following the stunt alone. Studio visits at Lucid’s NYC Meatpacking location surged 538% week over week during the activation weekend, producing more than 440 new leads– 77% of them new to the brand. The Reddit Freeform execution became the best-performing unit in the platform’s history, delivering a 3.75% CTR—5.5 times the benchmark– with 93% of clicks driven through the hidden spoiler reveal. Paid media-driven test drives increased 125% and orders rose 24% quarter over quarter, exceeding performance goals.
