• by Tanya Gazdik , Yesterday

Genesis is launching the luxury automotive brand’s first culturally centered campaign developed specifically for Hispanic consumers.

El Lujo Está en Ti” (“Your Purpose is the Ultimate Luxury”) marks a major milestone for Genesis, introducing a dedicated creative platform designed specifically for the Hispanic market.

Creative features the Genesis GV70, which embodies the brand’s “athletic elegance” design philosophy, combining bold exterior proportions with a refined interior. GV70 is designed for drivers seeking a fun-to-drive everyday vehicle that delivers the space, versatility and confidence of an SUV, according to the automaker. 

The campaign includes 30- and 15-second spots in both English and Spanish, airing during tentpole moments including the NBA Playoffs and Finals, FIFA World Cup coverage and MLS matches. 

The campaign will run across key regional markets including Phoenix, Los Angeles, Miami, San Diego and New York, with a dedicated Miami-specific spot inspired by Cuban and Caribbean cultural influences.

Additional activations span social, audio and CRM, with targeted content across Meta and Instagram Stories designed to engage Hispanic audiences through culturally resonant storytelling and product-focused lifestyle moments, according to the automaker. Radio and display executions will launch later in the campaign window.

The work was created in partnership with multicultural agency Dieste under the leadership of Joz Wang, who led Genesis Motor America’s multicultural marketing and corporate branding efforts. She resigned to take the vice president of marketing position at Modus in early April. 

Wang held the Genesis position for nearly four years. Under Wang’s leadership, national brand awareness for African Americans and Hispanics were at all-time highs for the automaker, as measured by GfK. 

The position has not been filled and a Genesis spokesperson said the automaker does not have details to share regarding future personnel plans at this time.

The Hispanic community in the United States represents an important audience for the brand, says Amy Marentic, chief marketing officer of Genesis Motor America.

“At Genesis, tailoring the purchase and ownership experience to customers’ needs is at the core of our hospitality ethos,” Marentic says in a release. “Crafting a bespoke, culturally relevant campaign in Spanish is aimed at welcoming Hispanic Americans into our brand as honored guests.”