Like sister companies Hyundai and Kia, Genesis is throwing its hat in the ring. Musician John Legend and his wife, model Chrissy Teigen, will star in a new spot for the automaker that focuses viewers on the company’s position of “Young Luxury.”
The second-quarter advertisement will introduce the GV80 SUV and be a kickoff to the SUV’s campaign featuring the duo.
“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 and wonder. Genesis is the youngest luxury automotive brand, why not act our age and have a little fun?”
Caviar director and comedian Neal Brennan, who is known for adding comedic touches to the ads he directs, helmed the ad. “Combining opulence and humor for this spot was a fun challenge,” said Brennan. “Thankfully, the comedic flow between Chrissy and John is effortless.”
The GV80 is the first SUV developed by the Genesis brand. There are two more Genesis SUVs on the horizon with the third being an electric-powered model, according to a recent article in Motortrend.