Genesis will air its first-ever Super Bowl commercial on February 2, with the upstart luxury brand from Korea counting on a celebrity couple to introduce its first SUV, the GV80.
Featuring singer John Legend and former swimsuit model Chrissy Teigen, the spot promises to generate a lot of smiles judging from the two teasers released by Genesis.
The commercial will serve as a kickoff to a campaign featuring the duo and will share the brand’s position of “Young Luxury” with the Super Bowl’s massive audience.
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“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,” said Mark Del Rosso, Chief Executive Officer, Genesis Motor North America. He added: “Genesis is the youngest luxury automotive brand, why not act our age and have a little fun?”
The Super Bowl commercial was produced by Innocean USA, under the creative leadership of Bob Rayburn, Executive Creative Director, Genesis. Neal Brennan is the director.
https://www.youtube.com/watch?v=sZFD–lNm24
“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,” says director Neal Brennan. “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,” he adds.
Before airing on February 2 during the Super Bowl’s second quarter, the spot will premiere on Entertainment Tonight on Tuesday, January 28. For a taste of what to expect from Genesis’ first-ever Super Bowl ad, check out these two cheeky teasers.
https://www.youtube.com/watch?v=dDcgVqPQigI