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, and will star musician John Legend and social phenom Chrissy Teigen as the couple says good-bye to old luxury and introduces the recently unveiled GV80 sport-utility vehicle.
“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.”
The commercial will serve as a kickoff to a campaign featuring the dynamic duo. It will also share the new Genesis position of “Young Luxury” with the massive Super Bowl audience.
The effort was produced by Genesis’ agency of record: Innocean USA, under the creative leadership of Bob Rayburn, Executive Creative Director, Genesis.
Known for infusing humor into every medium he touches, Caviar director and comedian Neal Brennan helmed the ad. “Combining opulence and humor for this spot was a fun challenge,” says Brennan. “Thankfully, the comedic flow between Chrissy and John is effortless.”
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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 and wonder. Genesis is the youngest luxury automotive brand, why not act our age and have a little fun?”
“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. Rayburn adds, “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.”
SOURCE: Genesis Motor America
