News Summary

• Rivian has a new ad, starring Bill Murray.
• It’s not a great ad, but the remarkable thing is that it features the quirky, beloved and scarce Murray.
• Between the movie rights, music and Bill, they had to have spent many millions of dollars, and it doesn’t look like they bought a single slot of ad time.
• No one watches an ad on YouTube unless they want to, and so, your talent buy is your media buy.
• This is going to amplify a different sort of creative agency as well as give recognizable talent more leverage.