Rivian’s First National Ad Campaign Isn’t About Trucks—It’s About You

Rivian is stepping into the national spotlight with a new kind of advertising campaign—one that puts real owners and their everyday adventures at the center. The company just launched its first-ever 360 rnational brand campaign, called “Real Rivian Adventures,” and it’s not your typical car commercial.

Instead of dramatic voiceovers or rugged terrain clichés, Rivian is showcasing real stories from its community. The campaign opens with “Last Lemonade Standing,” a playful spaghetti western-style short inspired by the Carter family—actual Rivian owners. Their son, Ryder, sets up a lemonade stand powered by the family’s R1T, using the truck’s built-in power outlets to bring a classic neighborhood moment into the modern age. It’s a fun and creative nod to how Rivian vehicles are quietly empowering all kinds of everyday adventures, not just mountain treks and off-grid getaways.

“This campaign is about celebrating the people who define what Rivian truly is,” said Denise Cherry, Rivian’s VP of Marketing. “Our vehicles are made to empower exploration and adventure, but it’s the stories our owners create that give them real soul.”

Future episodes in the campaign—“Saving Summer,” “Bayou Country,” and “The Milk Run”—will continue to highlight the diversity and creativity of the Rivian community. The entire series was developed in partnership with Mojo Supermarket and will roll out across digital, streaming, and social platforms through the rest of 2025.

Beyond just marketing, this campaign signals Rivian’s deeper effort to connect with current and future customers through authentic, relatable storytelling. And they want more of it. Owners are invited to share their own adventures using #RealRivianAdventures or by emailing [email protected]. Who knows—you might just be the star of the next chapter.

Got a favorite Rivian moment? This might be your chance to share it with the world.