Lucid Motors has launched a global campaign created by BarkleyOKRP called "The Test" to market its new Gravity electric SUV. Directed by Niclas Larsson, the main commercial subverts traditional luxury auto advertising by putting a disconnected family—rather than the vehicle—through a series of evaluations, showing how the SUV ultimately brings them closer together. The multi-region campaign features digital and social challenges highlighting vehicle specs like its 450-mile range, large frunk, and "Sanctuary mode."

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