KANSAS CITY, Mo. – Sept. 3, 2026 — Lucid Motors and independent agency BarkleyOKRP are putting family life in the driver’s seat with a new global campaign for the Lucid Gravity, the automaker’s luxury electric SUV.
Most family SUVs have to prove they’re ready for everything a family can throw at them. Lucid Gravity starts from a different place. With the performance, range, space and versatility to go well beyond what families expect from an SUV, the Lucid Gravity can ask a question few vehicles can: Is your family built for this SUV?
That question is at the heart of the new campaign, which positions Lucid Gravity as a high-performance vehicle built for high-performing families and puts the family — not the vehicle — to the test.
“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. “This work puts the family at the center in a way that feels bold, fresh and true to Gravity, celebrating the people who will push the vehicle to its full potential.”
The hero film, “The Test,” directed by Niclas Larsson, opens inside a futuristic Lucid Motors facility as a mom arrives to put her family to the test. Driven by the experience inside the Lucid Gravity, the spot tracks their transformation from disconnected individuals into a reconnected unit, building to the campaign’s central question: Is your family built for the Lucid Gravity?
Beyond the hero film, the full-funnel work is styled more like a recruitment campaign than a traditional car ad campaign. Every ad is a recruitment piece and a field test, showcasing features like the 450-mile range, massive “frunk,” or Sanctuary mode. Content creators will bring the recruitment idea to life through “Pitch Your Parents”-style content designed to feel native to their channels. The campaign even extends in-studio with family activations, all designed to drive more people in for a test drive.
“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. “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 “Is Your Family Built for the Lucid Gravity?” campaign debuts nationally September 1 across connected TV, online video, digital, social and other targeted media, including YouTube, Meta, TikTok, Reddit, Pinterest and LinkedIn. The campaign will roll out in Europe and the Middle East later this year.
