Bill Murray is back as Dr. Peter Venkman, answering the call once again, this time to deal with a suburban refrigerator invasion.
On Thursday (October 8), Rivian Automotive, the electric vehicle manufacturer, released a new advertisement titled “Answering the Call,” featuring Murray reprising his iconic role from Ghostbusters.
The ad begins on Halloween eve, with Slimer devouring whatever remains in a family’s refrigerator. When a siren sounds outside, the ghost’s attention is drawn away from the food, and Venkman arrives at the door with a joke about a Hawaiian pizza order. “Look who’s coming to dinner. It’s little chunky. Come on to Papa!” Murray says before closing the trap with a deadpan, “Night-night.”
Gil Kenan directed the advertisement, maintaining continuity with the franchise’s recent creative team. Kenan co-wrote Ghostbusters: Afterlife and directed Ghostbusters: Frozen Empire, the 2023 film that marked Bill Murray’s most recent appearance as Venkman.
The campaign promotes an over-the-air software update available for all Rivian vehicles, turning them into ghost-hunting machines. With Halloween Mode activated, drivers can enjoy themed sounds, lighting effects, and clues that reveal hidden characters and other surprises.
Trick or Treat Mode transforms the driver and rear screens with the Ghostbusters theme music and synchronized exterior lights. Drivers can choose from several themes, including Ecto-1, Proton Pack, Slimer, Ghost Trap, and Venkman. Owners can also customize their lock sounds with Ecto-1 or Proton Pack effects and search for hidden clue cards tucked away in the Drive Modes and Energy menus.
Two additional features add to the Halloween experience. The Rivian Assistant voice takes on a spooky seasonal tone, while a center-screen arcade game called “Mallow Mash” lets drivers pop Mini-Pufts marshmallow men while the vehicle is parked.
Rivian’s Special Projects team also created the Ecto-R1, a custom R1S featuring a red body stripe and the No-Ghost logo on its hood and front doors. White wheel covers pay tribute to the chrome hubcaps of the original Ecto-1, while a custom roof rack carries sirens, spotlights, a radar dish, and side tanks. The team also sourced and restored vintage emergency lights in-house to complete the look.Gil Kenan directed the advertisement, maintaining continuity with the franchise’s recent creative team. Kenan co-wrote Ghostbusters: Afterlife and directed Ghostbusters: Frozen Empire, the 2023 film that marked Bill Murray’s most recent appearance as Venkman.
The campaign promotes an over-the-air software update available for all Rivian vehicles, turning them into ghost-hunting machines. With Halloween Mode activated, drivers can enjoy themed sounds, lighting effects, and clues that reveal hidden characters and other surprises.
Trick or Treat Mode transforms the driver and rear screens with the Ghostbusters theme music and synchronized exterior lights. Drivers can choose from several themes, including Ecto-1, Proton Pack, Slimer, Ghost Trap, and Venkman. Owners can also customize their lock sounds with Ecto-1 or Proton Pack effects and search for hidden clue cards tucked away in the Drive Modes and Energy menus.
Two additional features add to the Halloween experience. The Rivian Assistant voice takes on a spooky seasonal tone, while a center-screen arcade game called “Mallow Mash” lets drivers pop Mini-Pufts marshmallow men while the vehicle is parked.
Rivian’s Special Projects team also created the Ecto-R1, a custom R1S featuring a red body stripe and the No-Ghost logo on its hood and front doors. White wheel covers pay tribute to the chrome hubcaps of the original Ecto-1, while a custom roof rack carries sirens, spotlights, a radar dish, and side tanks. The team also sourced and restored vintage emergency lights in-house to complete the look.
Bill Murray marked the launch with a New York City event on Thursday night, featuring original props from the film alongside specially built Ecto-1 vehicles. He also took an impromptu ride through the city in a reimagined Rivian “Ecto-R1,” catching New Yorkers by surprise as he cruised through the streets.
The Ecto-R1 builds are hitting the road this month, making appearances at Rivian locations in Laguna Beach, Venice, Austin, Miami Brickell, San Francisco, and New York City’s Meatpacking District. The vehicles will also be featured at Manhattan’s Village Halloween Parade.
This Halloween-themed release has become an annual tradition for the automaker. In 2025, Rivian introduced a Swamp Thing theme, while its 2024 releases featured collaborations inspired by Knight Rider and Back to the Future.
