One of the automobile sector’s newest players is making a big bet on the Oscars at a time when many other car manufacturers are staying away from the glitzy event.
Lucid Motors, a manufacturer of luxury electric vehicles that believes it can compete with traditional auto companies like Mercedes-Benz, has typically spent most of its TV-advertising money for around sports and news programming. On Sunday, it will sponsor the Oscars, an entertainment program, for the first time, part of a bid to get its name out to a broader audience. Disney’s ABC has been seeking between $1.7 million and $2.2 million for a 30-second ad in the show, according to media buyers and executives, and announced this week it had sold off all its commercial inventory around the event.
“We just felt there was a moment happening around entertainment and film again,” after consumers spent the last two years hunkering down during the coronavirus pandemic,...
Lucid Motors, a manufacturer of luxury electric vehicles that believes it can compete with traditional auto companies like Mercedes-Benz, has typically spent most of its TV-advertising money for around sports and news programming. On Sunday, it will sponsor the Oscars, an entertainment program, for the first time, part of a bid to get its name out to a broader audience. Disney’s ABC has been seeking between $1.7 million and $2.2 million for a 30-second ad in the show, according to media buyers and executives, and announced this week it had sold off all its commercial inventory around the event.
“We just felt there was a moment happening around entertainment and film again,” after consumers spent the last two years hunkering down during the coronavirus pandemic,...
- 3/26/2022
- by Brian Steinberg
- Variety Film + TV
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