No celebrities. No hit music. No special effects. How are Rivian's new ads outperforming big-budget campaigns?

Back in May, Rivian launched its "Real Rivian Adventures" campaign.

System1 rated the first ad a 3.2 — nearly 40% higher than the automotive category average.

Last month another spot was added. And together, they've generated 3.3 million YouTube views.

Typical car ads get a few thousand.

Here are three ways Rivian is quietly rewriting automotive advertising rules:

1️⃣ Complete Stories in 30 Seconds. Both ads waste no time. You immediately understand what characters want and what's stopping them. So you’re hooked. And you’re rewarded with a surprising, creative solution. Instead of regretting the time spent watching these little stories, you’ll probably want to watch them again.

2️⃣ Showing, Not Telling. Instead of hyperbolic speeches about owning the road and the powerful engine, Rivian shows utility through relatable, family-oriented scenarios. Vehicle capabilities become instantly relevant when you can picture yourself in these situations.

3️⃣ Authenticity. The ads are based on real customer testimonials. There are no influencers, no brand tie-ins, no stunt driving or gravelly voice overs. There’s just a true story and a final frame showing the customers who submitted it.

What low-cost, big-impact stories are hidden in your customer reviews and research?