Lucid Motors and BarkleyOKRP have launched a new global campaign for the Lucid Gravity that turns a familiar SUV advertising premise on its head. Instead of asking whether the vehicle can handle family life, “Is Your Family Built for the Lucid Gravity?” asks whether the family can keep up with the vehicle.
The work comes from independent agency BarkleyOKRP, which carries the Chicago roots of OKRP, and positions the luxury electric SUV as a high-performance vehicle for equally high-performing families.
“Lucid Gravity was designed to challenge expectations of what a luxury SUV can be, and we wanted a campaign that did the same,” said Jennifer Jones Latz, Head of Global Brand Marketing for Lucid.
The campaign’s hero film, “The Test,” was directed by Niclas Larsson and opens inside a futuristic Lucid Motors facility, where a mother arrives to put her family through an unusual evaluation.
As the family experiences the Lucid Gravity, they begin to shift from a collection of disconnected individuals into a more connected unit, leading to the campaign’s central question: Is your family built for the Lucid Gravity? Watch below:
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The broader campaign adopts the tone of a recruitment effort rather than a traditional automotive push. Each piece of creative functions as a kind of field test, highlighting features including the Gravity’s 450-mile range, large front trunk, and Sanctuary mode.
The idea also extends to creator content, including “Pitch Your Parents”-style executions designed to feel native to social platforms, along with in-studio family activations intended to drive test drives.
“Luxury car advertising has spent decades showing us beautiful vehicles in beautiful places, usually without much evidence that an actual family has ever been inside,” said Brad Jones, Chief Creative Officer at BarkleyOKRP.
Jones added, “Lucid Gravity gave us an opportunity to flip that. This is an extraordinary high-performance vehicle built for high-performing families, so instead of asking whether the car is up to the family, we wanted to ask whether the family is up to the car.”
The campaign debuted nationally September 1 across connected TV, online video, digital and social, with media running across YouTube, Meta, TikTok, Reddit, Pinterest and LinkedIn.
A broader rollout in Europe and the Middle East is planned for later this year.
For BarkleyOKRP, the creative move is simple but effective: stop treating the SUV as something that has to prove itself.
This time, it’s the family taking the test.
