Genesis is launching an effort for the Electrified GV70 during the first round of the NCAA Men’s Basketball Tournament.
The campaign, themed “Keep Beginning,” will feature “innovators, thinkers, makers, and doers who are beginning groundbreaking, interesting new ideas,” according to the luxury brand, which is part of Hyundai Motor Group.
The 2023 Electrified GV70 is the brand’s third new EV model in less than one year.
The vehicle marks a new beginning for the GV70 platform as well as the start of greater investment in the U.S. market, since it's the first Genesis to be assembled in the United States.
The campaign aims to celebrate the emotion of starting something new and setting out into the unknown, says Wendy Orthman, executive director of marketing at Genesis Motor America.
The 30- and 60-second spots feature video production pioneer Ricardo Rivera, interdisciplinary designer Charlotte McCurdy, fashion designer Phillip Lim, and shoe designer-turned sustainable surfboard innovator Ry Harris as they experience the ups and downs on their creative journeys.
Following the college basketball tournament, the ads will run across broadcast and digital media platforms as the vehicle arrives at retailers.
Creative was developed by Genesis’ agency of record Innocean and media was handled by Canvas Worldwide.