Genesis Motor America will debut its Super Bowl spot featuring musician John Legend and model Chrissy Teigen on "Entertainment Tonight" on Jan. 28.
From Innocean, it is the Hyundai-owned luxury brand’s first time on the event. The second-quarter 60-second spot will feature the first SUV from Genesis, the GV80.
The Super Bowl spot on Feb. 2 is just the beginning of the relationship with the power couple, per the automaker. They will appear throughout the campaign to unveil the new “Young Luxury” brand position.
Short videos teasing the Genesis Super Bowl ad can be viewed on the Genesis YouTube channel.
In “Oysters,” Legend and Teigen are seen at a fancy party with an oyster bar. Things go south when Teigen pulls an oyster from the tower and the whole thing comes toppling down. She blames the mishap on her hapless husband.
In “Ice,” Teigen shoots down the smarmy host who brags about bringing in ice from the Arctic to make an ice sculpture. “Well, I had these crackers brought in from my purse, whoop de do,” Teigen says.
The videos include the copy: “Old luxury gets a wake-up call. Tune In Super Bowl Sunday.”
Legend and Teigen “best represent the kind of pure honesty and approachability that old luxury never had,” says Bob Rayburn, Innocean USA’s executive creative director in a release.
‘They stand as a symbol for keeping it real,” Rayburn says. “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.”
GV80 is expected to go on sale in the United States in the second half of 2020.