• by Tanya Gazdik , Yesterday

SUVs continue to hold the favor of American consumers, so it’s no surprise that Genesis is launching a campaign for its GV80 SUV while simultaneously pulling the plug on U.S. sales of its Electrified G80 sedan.

The luxury Korean automaker will launch the campaign Aug. 9 nationally across television, streaming, and social media platforms. It will run through Oct. 31.

Meanwhile, Genesis will no longer offer the Electrified G80 in the U.S. market. The automaker says the decision to cancel the sedan was made due to changing consumer tastes and market conditions. 

Built in Ulsan, South Korea, the Electrified G80 was never eligible for the EV tax credit and struggled in the U.S. from the get-go — Automotive News reports that the EV’s monthly sales volumes in 2025 have been down 77% compared to last year, with only10 Electrified G80s sold nationwide this past July. It would have faced a 15% tariff going forward.

Back to the GV80. The 30-second spot from AOR Innocean USA, “Pull in Imagination,” opens on a child who discovers she can physically pull a rainbow from the sky, anchor it to the GV80 and fill the vehicle’s interior with vibrant color. As she draws each hue into the cabin, GV80’s spacious design, third-row seating, and customizable mood curator lighting system are brought to life.

The spot is “a celebration of the imagination and creativity our products can inspire in today’s families,” says Amy Marentic, CMO, Genesis Motor America. The vehicle offers “a space where families can connect, explore and dream together," she adds.

Creative in the SUV category often reflects “legacy marketing thinking — familiar tropes and concepts,”  says Jason Sperling, chief creative officer of Innocean USA. 

“We continue to look for fresh ideas, bold approaches and extremely well-crafted executions,” he says. Genesis is “new luxury without the velvet rope or baggage of old brands," he adds.

The spot is the third installment in the brand’s “New Beginnings” platform, following the brand’s “Blank Canvas” and “No Old Thinking” campaigns launched in the first half of 2025. The new spot continues Genesis’ mission to reimagine luxury through creativity, emotional storytelling, and cultural relevance.

The campaign’s launch coincides with the upcoming release of “Freakier Friday” that features the Genesis GV60 and GV80 SUVs in a product integration. Together, the campaign and film placement reinforce Genesis’ growing presence in culture and entertainment, while highlighting the GV80’s appeal to a broader, family-oriented audience, according to the automaker.