FOUNTAIN VALLEY, Calif. — For the first time in its short history, Genesis plans to throw its hat into the Super Bowl ring. The spot is set to air on Sunday, February 2, during the second quarter of Super Bowl LIV, with star musician John Legend and model Chrissy Teigen introducing the recently unveiled GV80 sport-utility vehicle. The commercial will serve as a kickoff to a campaign featuring the couple. It will also share the new Genesis position of “Young Luxury” with the massive Super Bowl audience.
“Launching GV80 in North America during the Super Bowl offers us exponential visibility for the Genesis brand at the national, and to some extent global, level,” said Mark Del Rosso, Chief Executive Officer, Genesis Motor North America. “With John and Chrissy showcasing their signature charm, we will give our first SUV the running room to compete and win.”
Del Rosso continued, “Launching our first SUV with amazing support from John and Chrissy in our first Super Bowl spot became the perfect time to launch our new “Young Luxury” brand campaign and is indicative of our desire at Genesis to ignite exploration in everyone by infusing all that we do with the spirit of youth…”
The Super Bowl commercial was produced by Genesis’ agency of record: Innocean USA, under the creative leadership of Bob Rayburn, Executive Creative Director, Genesis.
“In developing the first-ever Super Bowl ad for Genesis, we had to both entertain people, and define the “Young Luxury” positioning in the most crowded and competitive advertising arena,” states Bob Rayburn, INNOCEAN USA’s Executive Creative Director. “We all believed that John and Chrissy best represent the kind of pure honesty and approachability that old luxury never had. They stand as a symbol for keeping it real. Most luxury advertising acts like, once your income reaches a certain level, your sense of humor gets surgically removed. As a vibrant young luxury brand, Genesis wanted to take a more humorous approach, John and Chrissy embody that flawlessly.”
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