Lucid opens its mystery boxes in NYC as a promotional campaign for the Air sedan

Published

3 years ago

July 26, 2021

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Lucid Motors has opened the mystery boxes that began popping up around NYC last week to reveal its upcoming Air sedan. The move is a kickoff to an ad campaign celebrating the recently approved SPAC merger with Churchill Capital Corp. IV (CCIV) to build hype around the flagship EV from Lucid set to deliver sometime this year.

Lucid Motors is by no means new to the EV world. Since being founded in 2007, the company has grown and evolved into a luxury EV automaker, just recently hitting the radar of the average consumer. The “Dream Edition” version of its flagship EV, the Lucid Air, was originally scheduled to deliver this past spring but is now coming “sometime in the second half of 2021.”

The news of the delay came shortly after Lucid announced its pending business combination with CCIV last February, and completing that IPO has become a huge focus for the automaker since.

With the merger now complete and Lucid Motors trading on the Nasdaq as $LCID, the company has refocused on expanding its pool of potential customers and fans of the brand, beginning in New York.

Last week, Lucid began Tweeting about these large black containers that had popped up around parts of NYC, including Hudson Yards, Madison Park, and the Financial District.

The internet immediately began pow-wowing about what these boxes could mean – Is it a VR experience? Is it a new EV announcement? Is it Detective David Mills’ wife’s head?

Following the opening of the boxes in NYC on Sunday, we now know this is part of a new campaign from Lucid Motors around its Air sedan.

Lucid Motors showcases Air sedan in NYC as part of large campaign

As first reported by Ad Age, Lucid’s NYC mystery box stunt is all part of a much larger campaign to promote the Air sedan, following the approved merger with CCIV.

The American automaker removed the sides of the large black containers on Sunday to reveal its Air sedans encased in glass for all to peruse.

As an additional part of the campaign, Lucid Motors took out full page ads in both the New York Times and the Wall Street Journal to not only celebrate its public listing in NYC, but also promote the Air.

This “unboxing” may come as less of a surprise for any NYC residents who got to see the mystery boxes close up. Before the jewel boxes holding the Airs were unveiled, passersby could peek in and scan a QR code, leading them to a video of drive footage of the upcoming Air sedan.

Lucid’s next focus will be to continue to spread the word about its zero-emission luxury Air EV and its advertised 500 miles of range on a single charge. Their biggest hurdle now will be convincing those consumers to pay $70,000 to $170,000 for that kind of luxury.

As of right now, we are still waiting (patiently) for a concrete delivery window on the Dream Edition Air.

Lucid NYC — The fully unveiled Lucid Air in NYC / Source: Lucid Motors

Electrek‘s take

WHAT’S IN THE BOX?!? I’ve been screaming that question into the void of my laptop screen all week and finally got my answer — it’s the Air. It’s not that I’m disappointed at the news; I was simply hoping there was a little more to it than that.

If you couldn’t tell by the pressing effort last week from from Lucid and CCIV to rally shareholders into voting to approve the merger, the automaker has been very occupied with this pending vote since February. It is now approved, however, and we can all refocus on the more exciting stuff — new EVs.

Lucid’s VP of marketing briefly touched on this, but it’s important to point out Lucid’s marketing strategy here.

The boxes and full page ads aren’t necessarily new tactics in garnering curiosity and fandom. However, Lucid’s IPO and the audience it’s promoting to represent a new group of people: those not solely engulfed in Wall Street and finances, but not simply everyday consumers buying a new vehicle.

These individuals may have done their homework in their spare time outside of their non-Wall St. jobs and own Lucid stock on apps Robinhood or WeBull.

All in all, this IPO isn’t just a celebration for the company and is no longer just for those savvy traders on the floor of the NYSE. With more everyday consumers educating themselves and buying in on companies like Lucid, this merger has become just as much of a cultural movement as it is a financial one.

Lucid appears to have anticipated this and has had the foresight to steer this momentum into an ad campaign. As a result, it hopes to transfer the hype around the company itself into fanfare for deliveries of its first upcoming EV… whenever that may be…

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Entertainment

Chris Packham ‘not drinking any more Heineken’ after thousands of apple trees felled

Published

3 hours ago

April 30, 2024

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Chris Packham 'not drinking any more Heineken' after thousands of apple trees felled

A leading wildlife broadcaster has said he will not be drinking “any more” Heineken after the company felled thousands of trees in one of its orchards.

Chris Packham said the decision to cut the trees on land in Monmouthshire near the border between England and Wales was a “tragic waste of a fabulous resource”.

The BBC reported thousands of apple trees had been cut on 300 acres of land at Penrhos Farm.

The company, which owns Bulmer’s, says it plans to sell the land due to a lack of demand for cider and a surplus of apples.

But Chris Packham, best known for presenting series such as Springwatch, told Sky News that the decision to fell the trees was “immoral”.

“In a biodiversity crisis, I would say it’s bordering on unethical and certainly immoral because resources like that ought to be passed on to people who can use them to enrich wildlife and human life,” he said.

Mr Packham added that he was currently teetotal and had been drinking one of Heineken’s alcohol-free products.

“I’m not drinking any more of it, because I just think we want companies in our lives that are looking after our planet and our future and our children’s future,” he said.

“They had an opportunity to do that and they’ve just squandered it, I just think it’s really short-sighted.”

The benefits of orchards, according to the Woodland Trust, include the fact fruit trees age quickly which creates deadwood habitats.

‘Disgraceful’

Fellow broadcaster Iolo Williams is calling for a boycott of the company after the “disgraceful” felling.

“I think that with these big companies, the only way [can make our voice heard] is to boycott them, hit them in the pocket,” he told Sky News.

“Because I do think, I genuinely think, it’s tragic what they’ve done when we could have helped to tackle the biodiversity crisis, the climate emergency, physical and mental health issues.

“All of these could have been helped just by them saying ‘Listen, we’re not going to use it again, why don’t we give it over to the local community?'”

Charles Watson, chair of River Action UK said the catchment of the River Wye needed “every tree and plant available” if its decline had “any chance of being reversed”.

“It is hugely disappointing to see Heineken destroy such a huge volume of natural biomass,” he said.

“Yet again the environment is being sacrificed for corporate profit.”

‘Huge surplus of apples’

A Heineken spokesperson said the company made clear its intention to sell Penrhos Farm, one of two apple farms it owns, in November last year.

“Over a number of years, the cider market has slowed and the yield of apples per acre has increased leading to a huge surplus of apples,” they said.

The spokesperson added that the apples have “no other use than creating cider”.

“In order to make best use of the land to grow other crops, the bush orchards had to be removed,” they said.

“All the wood is shredded for biomass and the bushes were removed in line with The Wildlife Act.”

The company says it “firmly” remains a cider, beer and pub company and sources all of its apples from around 6,000 acres of orchards in and around Herefordshire.

Entertainment

Line Of Duty actor Brian McCardie dies aged 59

Published

3 hours ago

April 30, 2024

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Line Of Duty actor Brian McCardie dies aged 59

Line Of Duty actor Brian McCardie has died “suddenly at home” at the age of 59, his family has confirmed.

Best known for playing mafia boss John Thomas ‘Tommy’ Hunter in the TV crime drama, the Scottish star had also recently joined the cast of Outlander prequel, Blood Of My Blood.

His sister confirmed his death on X, writing: “It is with great sadness that we announce the passing of Brian James McCardie, beloved son, brother, uncle and dear friend to so many.

“Brian passed away suddenly at home on Sunday 28th April. A wonderful and passionate actor on stage and screen, Brian loved his work and touched many lives, and is gone much too soon.

“We love him and will miss him greatly; please remember Brian in your thoughts.”

She said funeral arrangements would be announced in the days ahead.

No cause of death was given.

McCardie’s agent, United Agents, paid tribute on social media, writing: “We are shocked and so deeply saddened by the tragic news of Brian McCardie’s sudden death.

“He was an actor of such great talent who we were lucky to represent, and our thoughts are very much with his family and friends at this difficult time.”

A statement from Line Of Duty producers Jed Mercurio and Simon Heath and the team behind the hit show, said: “We are deeply saddened to hear of Brian McCardie’s death.

“We feel honoured to have worked with Brian on Line Of Duty. Brian was an incredibly talented actor, and the lasting impact he had as Tommy Hunter is testament to the power of his performance.

“Off screen, Brian couldn’t have been more different from the character he played – he was warm, funny and charming. Our thoughts are with his loved ones at this difficult time.”

With a career stretching over three decades, McCardie had appeared in numerous TV shows over the years – but it was his role in Line Of Duty for which he was best known.

Tommy Hunter, a criminal boss turned police informant, was one of the show’s original characters, who met a violent end early on in series two.

But Hunter went on to be mentioned in both series three and series five, and was a key player in the nail-biting police corruption whodunnit.

McCardie, who grew up Carluke, near Glasgow, appeared in an episode of Outlander, playing Sir Marcus MacRannoch, before being cast as the chief of Clan Grant in the forthcoming Outlander prequel.

The show, which centres around the lives of Outlander character Jamie Fraser’s parents, is currently filming in Scotland, according to Starz network.

In Rob Roy, McCardie starred as Alasdair MacGregor, the brother of the title character, who was played by Northern Ireland actor Liam Neeson.

His other film parts include the 2013 adaption of Irvine Welsh novel Filth, which starred James McAvoy, and 2003 period drama Mr Barrington.

McCardie also had roles in 2019 Netflix series The Last Czars, along with prison drama Time in 2021, opposite Sean Bean, and Irvine Welsh’s TV series Crime in the same year.

He also appeared in Sky Atlantic’s Domina, set in Ancient Rome, where he played Roman statesman Cicero.

Entertainment

Gerard Depardieu: French actor to face trial over sexual assault allegations

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3 hours ago

April 30, 2024

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Gerard Depardieu: French actor to face trial over sexual assault allegations

Gerard Depardieu will face a criminal trial later this year over the alleged sexual assaults of two women on a movie set in 2021, French prosecutors say.

French media had reported that the 75-year-old actor – who has denied any wrongdoing – had been questioned by police in Paris on Monday.

Depardieu’s lawyer Christian Saint-Palais later declined to comment to reporters other than to say that the actor was no longer in custody.

The Paris public prosecutor’s office said in a statement that the actor has been “summoned to appear before the criminal court” after the questioning.

It said the trial will start in October “for sexual assaults likely to have been committed in September 2021” against “two victims, on the set of the film The Green Shutters”.

In February, the French actor faced a complaint of sexual assault from a female movie decorator alleging he groped her during filming in 2021, kneading her waist, stomach, and breasts during filming for the movie Les Volets Verts, a title that translates to The Green Shutters in English.

Meanwhile, last year, a French site published claims from 13 other women who worked with Depardieu and said they had experienced inappropriate advances, groping and gestures.

Depardieu was handed preliminary rape and sexual assault charges in 2020 following allegations from actress Charlotte Arnould.

In that case, the investigating judge completed his investigation on 17 April and transferred the file to the Paris public prosecutor’s office “to review and determine next steps in the proceeding,” according to the prosecutor’s office.

In October last year, Depardieu wrote an open letter to Le Figaro – one of France’s best-known publications – to deny the claims of rape and sexual assault made against him.

In it, he said he had “never, ever abused a woman” and that “hurting a woman would be like kicking my own mother in the stomach”.

He has previously denied all the claims against him through a lawyer.

A global ambassador for French film, Depardieu is among France‘s most famous stars, known for films such as Cyrano de Bergerac and Jean de Florette – as well as the Hollywood hits Green Card and The Man In The Iron Mask.

He has appeared in 200 films over six decades and is among a few French actors who have made a name for themselves in Hollywood.

This latest episode involving Depardieu comes as French cinema is rocked by a belated #MeToo awakening, following the 2017 global movement.

In February, French actress Judith Godreche made an impassioned speech during the Cesar Awards – which is France’s version of the Oscars – for the French film industry to “face the truth” on sexual violence and physical abuse.