Rivian Launches New Ad Campaign: Real Rivian Adventures Featuring Real Owners & Families

[AirplaneDr]

Ad Age is reporting that Rivian is launching a new marketing campaign:
https://adage.com/brand-marketing/aa-rivian-ad-campaign-shows-owners-stories/

First commercial:


Looks like it will focus on owner's stories of using their Rivians.

Frankly, this first ad doesn't do much for me. Of all the cool things that differentiate a Rivian from the rest its ability to facilitate making a slushie in a suburban driveway isn't high on my list. 120v outlets are almost the norm at this point, even in ICE world.

Edit: Ad Week has a non paywall article:
https://www.adweek.com/brand-market...ker-rivian-drops-its-first-major-ad-campaign/

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[BrayBay]

Agreed, this ad misses the mark for me too. I guess its fun for taking inspiration from a real event, but there still seems to be a lot of people who haven't heard of Rivian or even adverse to electric vehicles in general.

Hopefully this isn't the only ad in the campaign, I'm cheering to for Rivian to get its name out there!

 

[Joules Burn]

I fear I am about to open the popcorn stand, but I had two potential customer friends that were excited about the overall style, power, and quality of my R1S. After some research, and one of them doing a test drive, they finally said, "No way. No CarPlay."

 

[strykerwsu]

Perfect ad, just like Wranglers and Broncos most are suburban mall crawlers.

 

[COdogman]

I think the ad is pretty good (not great). For people to want to buy your vehicle they need to be able to imagine using it in their daily life. I love seeing Rivians out in nature as much as anyone, but the truth is most will never see dirt.

My main complaint with the ad is that you barely see the truck other than a quick shot of the frunk, gear tunnel and bed outlet. I’m not sure if Rivian is well known enough yet for everyone to know it’s the gear tunnel company…

 

[Doc]

I'm glad Rivian is looking to get some name and vehicle recognition. However, as was just pointed out:

My main complaint with the ad is that you barely see the truck other than a quick shot of the frunk, gear tunnel and bed outlet. I’m not sure if Rivian is well known enough yet for everyone to know it’s the gear tunnel company…

I'll fess up...I'm a retired numbers guy, not a marketing guy....it's a "cute" ad, but if I didn't already know that a Rivian had a gear tunnel and was an EV, I'd probably think this was an ad promoting how education can make some kids smart and creative!!!! They should at least show a very quick shot of the whole truck and the kid opening up the gear tunnel so that a viewer understands just where the blender came from. I know what a Rivian is and I was kind of like....huh????? It could take maybe 5 seconds to do that and they could eliminate one of the "stare down" sequences to do this.

Just my two cents.....I'll crawl back to my cave now.

 

[iansriv]

Cute ad. Not sure why Rivian hasn't called me yet. I've been told I'm very photogenic and suave. More than happy to drive my Rivian from Paris to Dakar (virtually using AI of course) and any other (virtual) course that would suite me.

 

[mikehmb]

Token Marketing guy here - this ad has some elements of brilliance.

It's got a very, very specific target demographic and audience in mind. They cut out everything non-essential. The ad presumes you know what a Rivian looks like (and you can go to the website to find out more), probably know it's electric already, and leans in on the competitiveness of most suburbanites (keeping up with the Jones bs) with an explicit call out to the kindness of kids.

Anyway, I'm also known to be full of shit. So take this with a grain of salt on the rim of the margarita that kid just made for you.

 

[Zoidz]

Here's another article about the campaign: CarBuzz

"This campaign is about celebrating the people who define what Rivian truly is," said Denise Cherry, Rivian Vice President of Marketing. "Our vehicles are made to empower exploration and adventure, but it's the stories our owners create that give them real soul. We’re excited to spotlight these moments through cinematic storytelling in a fun and engaging way."

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