• by Tanya Gazdik , August 6, 2023

Genesis is launching a new campaign that seeks to introduce consumers to the design elements of its SUVs. 

Themed “Luxe is in the Details,” the effort features three 30-second TV spots focusing the SUV line, GV80, GV60 and Electrified GV70 SUVs scheduled to air nationally beginning Monday. 

The Hyundai Motor Group luxury brand ads explore various color and light passes on the exterior of the vehicles and reach unique positions of the interior. 

The probe lens applied allowed for greater depth of background details to be captured. Each ad shows the vehicle’s features through a variety of pinpointed, dynamic shots.

The effort encourages consumers to explore the brand’s attention to detail, says Wendy Orthman, executive director of marketing at Genesis Motor America, adding that it gives the brand a “bold and distinct” identity. 

The campaign was developed in collaboration with Genesis’ agency of record, Innocean USA, and marks chief creative officer Jason Sperling’s first major campaign with the brand.

The aim is to “stand apart from the many well-known nameplates in the category,” he says.

“My hope is that the brand breaks through a cluttered sea of category sameness and creates more desire than ever for these amazing vehicles,” Sperling says in a release. 

Genesis’ media agency, Canvas Worldwide, coordinated media placements. The campaign will include national and regional TV commercials, social media and digital partnerships.