Recent analysis of Rivian’s long-form creative performance highlights distinct response patterns among American viewers with annual household incomes exceeding $100,000.
While a :90 spot was perceived by high income viewers as having a lower volume of specific information, a :50 creative focusing on the Rivian app successfully drove high levels of engagement. This app-focused spot generated above-norm purchase and/or visit intent, indicating a strong connection between digital ecosystem features and consumer consideration within this demographic.
Here’s what iSpot’s Creative Assessment platform revealed on two recent Rivian longer-form ads among American viewers with incomes over $100K.
The Details:
- The :50 “Control Your Rivian From Your Wrist” significantly outperformed the lux auto category norm over the past year, indexing with a +70-pt gap in overall response (Ace Score) among $100k+ income earners, representing a definitive strength in the category:
- The creative captured viewer interest well, with Attention (+66 pts above benchmark) and Likeability (+71 pts) both registering as robust strengths. This breakthrough power was fueled heavily by the music (22%) and the Cinematic visuals (21%), which the audience identified as the Single Best Things about the ad most frequently (the music at a well-above-norm rate).
- These creative components successfully sparked Curiosity but for some, clarity in what was being advertised was less clear, with 72% recalling Rivian after seeing the ad a single time (unaided) — trailing the high-income benchmark by -4 pts. Non-matches often included mentions of Apple/Apple watch (also featured in the spot).
- Logical persuasion components were strong, with Desire (+58 pts), Relevance (+31 pts), Information (+53 pts), and Change (+79 pts) all outpacing the average lux auto ad. This success led to an above-norm consideration rate of 60% (outpacing the average category ad by +10 pts). The audience was intellectually engaged and receptive to the new smartwatch capabilities being showcased, even without a heavy emotional pull. Stronger brand/product clarity could shore up follow through on this healthy intent, however.
- The brand’s “Control Your Rivian From Your Wrist” proved to be a far more effective execution for the high-income audience than the :90 “Say Hello,” which landed at-norm for overall Ace Score but showed weaknesses in delivering Information (-38 pts) and establishing Relevance (-28 pts).
- While “Say Hello” relied almost entirely on the visuals (44% vs a 24% average) as its primary draw, it struggled to translate that visual appeal into strong Desire or competitive purchase intent (51% Top 2 Box vs the :50 ad’s 60%). Despite performing as a branding powerhouse with 89% unaided recall, only 8% cited the brand as SBT, signaling that the visual narrative may have overpowered. This ad left high-income earners with little clarity on why they should want the R2.
- The creative captured viewer interest well, with Attention (+66 pts above benchmark) and Likeability (+71 pts) both registering as robust strengths. This breakthrough power was fueled heavily by the music (22%) and the Cinematic visuals (21%), which the audience identified as the Single Best Things about the ad most frequently (the music at a well-above-norm rate).
- From a purchasing horizon perspective, “Control Your Rivian” found significant strength among longer-term intenders looking to buy in 1-2 years (+94 pts ) or more than 2 years (+108 pts), as well as nearer-term intenders looking at a purchase/lease within 7-12 months:
- Near-term purchase intenders strongly preferred the :50 “Control Your Rivian.”
- Media allocations would best favor the :50 “Control Your Rivian” with broad reach to leverage its superior ability to clearly communicate new features and drive desire among tech-oriented, high-income intenders while the :90 “Say Hello” would be better targeted to high-income earners over the age of 35 in non-skippable environments if continued to be aired. Even among older viewers, the former spot resonated more successfully.
- Near-term purchase intenders strongly preferred the :50 “Control Your Rivian.”
- The :50 scored +89 pts over norm among alternative-powered vehicle intenders and +80 pts among midsize SUV/crossover intenders — both strong-fit segments for Rivian. The 1:30, in contrast, trailed in every category and landed -74 pts below benchmark among midsize or large sedan intenders, -62 pts among sports/supercar intenders and -53 pts among large/full-size SUV intenders, suggesting it inadvertently alienated adjacent segments the brand would ideally draw from:
- High-income viewer sentiment on “Control Your Rivian From Your Wrist” suggests that the spot generated positive connections and brand affinity, but many high-income viewers were confused about what they were being asked to do or buy.
- The music created emotional connections and made the ad memorable with some high-income viewers specifically noting how well the music paired with visuals. The cinematography and pace were positives, and the lifestyle positioning effectively reached affluent, active consumers who value experiences over products, aligning well with the premium EV market.
- While the creative execution was strong, the core message lacked clarity for some. The ad attempted to sell three things simultaneously (Rivian vehicle + Apple Watch + Rivian app), diluting the primary call-to-action and confusing some consumers.
- Still, many appreciated the innovation of controlling a vehicle from a watch and the Apple Watch integration positioned Rivian as tech-forward and modern.
- High-income viewer sentiment on “Control Your Rivian From Your Wrist” suggests that the spot generated positive connections and brand affinity, but many high-income viewers were confused about what they were being asked to do or buy.
Sample comments among high-income viewers on the “Control Your Rivian From Your Wrist” :50
“Rivian comes across as a modern, eco-friendly brand focused on electric adventure vehicles, and the ad likely appeals to people who like innovation, sustainability, and an active outdoor lifestyle.”
Male 36-49
“The Rivian app ad was engaging and modern. It clearly showed useful features and convenience, especially with Apple Watch integration, making the brand feel innovative and user-friendly.”
Male 36-49
“Didn’t know if it was an ad for a watch or an SUV.”
Female 36-49
“It was catchy. The music, the actors, it kept moving. It wasn’t boring. It kept me interested till the end.”
Female 50+
“I liked the music and scenery. I still need more information on what it’s advertising.”
Female 18-35
“I thoroughly enjoyed all the scenery and the different physical activities, but I genuinely thought the commercial was for the vehicle until the very end.”
Male 36-49
“I loved the song. I love that you could tell it was an ad for the watch (app on watch) and the car. I really like the car and also the fun shots of people enjoying life and getting to those moments with ease in a Rivian and using the app to control certain things on the car.”
Female 18-35
“The ad is very unique and calming. The visual scenery and audio is really appealing and captivating. I like the conveying of the Rivian app on Apple Watch, showcasing the use and benefits.”
Male 18-35
“I still can’t figure out if it was a car commercial, Apple commercial or Rivian.”
Female 36-49
“Confused. It focuses on the Rivian vehicle, yet the primary purpose was the Rivian app. Why not focus on features of the vehicle? Apps are a dime a dozen.”
Male 50+
“Everything in the ad fits well. The music, the visuals, and even the product placement. It left a very positive and upbeat impression.”
Male 18-35
“Rivian’s ads feel adventurous and sustainable, making me want to explore the outdoors.”
Male 36-49
- “Control Your Rivian From Your Wrist” was the best-received lux auto ad among $100K+ earners over the past 90 days, but Corvette’s :45 “2027 Grand Sport Lineup” was very close behind:
Ineffective creative, even if delivered to the right audience, results in missed opportunity and performance shortfalls. Great creative delivered poorly also results in failed campaigns.
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Creative Agency: Mojo Supermarket