Lucid Motors heads to the Oscars as many automotive advertisers stay away
One of the auto industry’s newest players is making a big bet on the Oscars at a time when many other automakers are staying away from the glitzy event.
Lucid Motors, a maker of luxury electric vehicles that thinks it can compete with traditional automakers like Mercedes-Benz, has typically spent most of its TV ad money on sports and news programs. On Sunday, he will sponsor the Oscars, an entertainment program, for the first time as part of a bid to bring his name to a wider audience. Disney’s ABC was seeking between $1.7 million and $2.2 million for a 30-second commercial on the show, according to media buyers and executives, and announced this week that it has sold all of its inventory. commercial around the event.
“We just felt there was a moment around entertainment and movies again,” after consumers spent the last two years in hiding during the coronavirus pandemic, said Jeff Curry, vice president of the marketing from Lucid in an interview. “There are a lot of people now looking to get back to movies.”
The business will not find much traffic on its way. General Motors, which has sponsored the Oscars for the past few years, will not show up on Sunday. And the only other auto advertiser that has revealed its Oscar affiliation is Stellantis, which owns Chrysler, Dodge and Peugeot, among other brands. Some major auto advertisers have pulled back in recent months, according to ad sales executives and media buyers, due to supply chain issues that make it difficult at best to keep their products off the assembly line.
This gives Lucid time to tell his story. At a location scheduled for the Oscars, the company plans to show off its Lucid Air, which it says gets 500 miles on a single charge and was named Motor Trend’s 2022 Car of the Year. Viewers can see the car’s dashboard and interior as well as its exterior design. “It’s not beginner’s luck,” says a narrator.
“Talking about our product right now is the best way to tell people who we are as a brand,” Curry says. “You can see the design and the technology in it.”
Lucid’s challenge, Curry notes, is that “we’re new.” Advertisers often use events like the Oscars to tell consumers about new products or innovations, spreading the word to what should be one of television’s widest audiences. Curry is aware that the ABC show has suffered in recent years from a significant drop in ratings — “maybe the ratings haven’t been as high as they have been by the past” – but thinks the decision to have this year’s program run by three female hosts at a time when the nation hopes to return to its old way of life will spark consumer interest. “We hope this will be a great time for the entertainment industry in general, for people to tune in.”
The introduction of electric vehicles by many of the industry’s biggest manufacturers has already prompted some bold publicity twists. General Motors entered the Super Bowl with ads that brought together cast members from the “Austin Powers” film series and reunited cast members from the HBO drama “The Sopranos.” Ford, Volvo and Hyundai are among the household names that have pledged to expand their electric vehicle business as consumers and governments grow increasingly wary of the effects of climate change.
Lucid will also rely on some tactics that take place off-screen. Orlando Bloom is supposed to be driving a Lucid Air around Los Angeles this weekend. And viewers could look for actor Kodi Smit-McPhee, who was nominated for supporting actor for his work in “Power of the Dog,” to arrive at the Oscars on Sunday looking lucid.