Rivian

Insight: People hear “electric vehicle” and think, self-driving, autonomous, futuristic, everything’s computer. Nobody thinks off-roading. Rivians belong in the mud, but nobody knows that because the entire EV category taught people that electric means city and suburbs.

Strategy: Rivian doesn’t need to sell futuristic concepts. It needs to show people it’s the EV built for dirt. This campaign repositions Rivian from “expensive electric vehicle” to the off-road vehicle that happens to be electric.

Concept: Three ads that show Rivian belongs in the wild.