Bill Murray Rivian Ghostbusters Ev Campaign Analysis [2026 Update]

As originally reported by IGN Articles, legendary actor Bill Murray has reprised his iconic role as Dr. Peter Venkman in a new commercial campaign for Rivian electric vehicles. The 70-second promotional video features Murray pulling up to a ghost-infested suburban home in the "Ecto-R1," an R1S SUV styled after the classic Ghostbusters Ecto-1. The marketing campaign highlights Rivian's new Ghostbusters-themed Halloween over-the-air software update available across R1S, R1T, and R2 models. Vehicle owners gain access to a customized Ghostbusters touchscreen user interface, interactive minigames like "'Mallow Mash" where users crush Mini-Pufts, and various hidden Easter eggs. Furthermore, the update introduces custom vehicular audio effects, a dedicated Slimer settings theme, and Trick or Treat Mode that detects costumed guests with tailored lighting effects. This commercial collaboration follows previous industry crossovers such as , demonstrating how automotive and gaming intellectual properties are merging to transform modern digital experience marketing.