“This campaign is about celebrating the people who define what Rivian truly is,” said Denise Cherry, Vice President of Marketing. “Our vehicles are made to empower exploration and adventure, but it's the stories our owners create that give them real soul. For our first 360 brand campaign, we wanted to make sure our owners were the spotlight."
The first installment of the campaign, "Last Lemonade Standing," draws inspiration from real Rivian owners, the Carter Family, and features their son Ryder creatively powering his lemonade stand using the family's R1T. Retold through the lens of a playful spaghetti western, the ad captures the ingenuity and self-reliant spirit that Rivian owners, of all ages, bring to their everyday lives. The power outlets in R1T's bed seamlessly integrate into this quintessential American experience, offering a modern nod to childhood lemonade stand nostalgia. This story shares how Rivian empowers creativity and fosters community in everyday, unexpected moments.
"Last Lemonade Standing" marks the debut of "Real Rivian Adventures," a multi-part series designed to unfold over time. The summer and early fall will feature the next chapters, "Saving Summer” and "Bayou Country," with "The Milk Run" rounding out the series later this year. “Real Rivian Adventures” was developed in partnership with creative agency Mojo Supermarket and will run across all digital platforms, streaming services and social media.
“Rivian has always been about more than just our vehicles. Our goal of making the world better for generations to come is fueled by real people who also believe in our mission,” added Cherry. “We’re honored to share their stories and even more excited to create a better future with them for generations to come.”
We love hearing about your Rivian adventures. Send your Rivian stories, photos and videos to letsgo@rivian.com or post to your favorite social platform and tag us using #RealRivianAdventures… we might just feature it in a future campaign!
To watch Rivian’s newest ad campaign, visit: rivian.com/real-rivian-adventures.
© 2026 Rivian
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