• by Tanya Gazdik , February 20, 2025

Genesis Motor North America has signed on as the official automotive partner with NBCUniversal for the series “Suits LA.”

The partnership includes vehicle integrations within the show as well as custom ad content starring one of the show’s lead actors, Lex Scott Davis. 

The original “Suits,” which aired on USA Network from 2011 to 2019, was acquired by Netflix in 2023. It topped Nielsen’s charts for a record 12 weeks and became the most-streamed show of the year, with more than 50 billion minutes watched, according to Variety. 

The highly anticipated spin-off is set to debut on Feb. 23 and will stream the next day on Peacock. The show centers on a former New York prosecutor, Ted Black, who reinvents himself and represents the most powerful clients in Los Angeles at an entertainment law firm.

Being at the start of the new “Suits” era will help Genesis to introduce the Korean luxury automaker to millions of consumers worldwide, says Wendy Orthman, executive director of marketing at Genesis Motor America.

“As a design-forward brand, we look forward to watching our customers, as well as the Black Lane Law attorneys, arrive in style and power no matter their destination,” Orthman says in a release. 

Audiences will see the Genesis GV80 coupe serve as one of the character’s personal vehicles, while the G90 flagship sedan will act as Black Lane Law’s black car service. 

In addition to vehicle integrations, the brand’s partnership with NBCUniversal also includes custom ad content starring Davis that will be deployed across social and in-show commercial time featuring the GV80 coupe.

Genesis’ media agency Canvas Worldwide negotiated the partnership, which also includes linear and social media packages along with custom ad integrations with NBCUniversal. Genesis’ creative agency Innocean USA, provided art direction and assets for this partnership. 

NBCUniversal’s Creative Partnerships team collaborated with Genesis to produce the custom ad content that will launch across platforms. 

“Storytelling is at the heart of everything we do,” said Karen Kovacs, president, advertising and partnerships, NBCUniversal, in a release. “When we collaborate with brand partners, we create engaging experiences that both integrate the brand and resonate with our audiences’ passion points.”