“Our latest campaign is a celebration of the imagination and creativity our products can inspire in today's families,” said Amy Marentic, chief marketing officer of Genesis Motor America, in a statement.
“GV80 is thoughtfully crafted to be more than just an SUV with exceptional comfort and leading safety, it's a space where families can connect, explore and dream together,” Ms. Marentic said. “With its refined design and thoughtful utility, GV80 supports the evolving needs of modern family life while delivering moments of joy and discovery.”
The campaign’s concept was created in collaboration with California-based ad agency Innocean USA, Genesis’s longtime marketing partner, while Paris-based directing duo Julien and Quentin directed the short film.
“In a category filled with legacy marketing thinking, familiar tropes and concepts, we continue to look for fresh ideas, bold approaches and extremely well-crafted executions,” said Jason Sperling, chief creative officer of Innocean USA, in a statement.
“Whether we're challenging outdated thinking or redefining vehicle space through imagination rather than utility, Genesis is carving out a luxury ethos that's inclusive, warm and welcoming—even to families with young kids,” Mr. Sperling said. “It's new luxury without the velvet rope or baggage of old brands.”
Freedom from legacy
While luxury automakers such as French automaker Bugatti, British automaker Bentley and British automaker McLaren often lean into heritage and history to supplement their marketing initiatives and debuts, as most recently seen at Monterey Car Week ( see story ), Genesis is eshewing legacy to emphasize innovation.
[caption id="attachment_418698" align="alignnone" width="465"] The "No Old Thinking" advertisement features the 2026 GV70 SUV. Image credit: Genesis[/caption]
The brand began espousing this idea in its marketing collateral earlier in the year with its “Blank Canvas” ( see story ) and “No Old Thinking” campaigns ( see story ). Both advertisements emphasized the younger brand’s ability to embody creative freedom and fresh ideas sans historical baggage ( see story ).
Rather than leading with tradition, Genesis is defining itself through a forward-looking lens and appealing to consumers who value innovation and safety over nostalgia. This strategy puts the spotlight on cutting-edge design and technology.
Alongside this push, Genesis is also strengthening its image as a family-friendly brand, courtesy of a feature in the Freakier Friday
“Our latest campaign is a celebration of the imagination and creativity our products can inspire in today's families,” said Amy Marentic, chief marketing officer of Genesis Motor America, in a statement.
“GV80 is thoughtfully crafted to be more than just an SUV with exceptional comfort and leading safety, it's a space where families can connect, explore and dream together,” Ms. Marentic said. “With its refined design and thoughtful utility, GV80 supports the evolving needs of modern family life while delivering moments of joy and discovery.”
The campaign’s concept was created in collaboration with California-based ad agency Innocean USA, Genesis’s longtime marketing partner, while Paris-based directing duo Julien and Quentin directed the short film.
“In a category filled with legacy marketing thinking, familiar tropes and concepts, we continue to look for fresh ideas, bold approaches and extremely well-crafted executions,” said Jason Sperling, chief creative officer of Innocean USA, in a statement.
“Whether we're challenging outdated thinking or redefining vehicle space through imagination rather than utility, Genesis is carving out a luxury ethos that's inclusive, warm and welcoming—even to families with young kids,” Mr. Sperling said. “It's new luxury without the velvet rope or baggage of old brands.”
Freedom from legacy
While luxury automakers such as French automaker Bugatti, British automaker Bentley and British automaker McLaren often lean into heritage and history to supplement their marketing initiatives and debuts, as most recently seen at Monterey Car Week ( see story ), Genesis is eshewing legacy to emphasize innovation.
[caption id="attachment_418698" align="alignnone" width="465"] The "No Old Thinking" advertisement features the 2026 GV70 SUV. Image credit: Genesis[/caption]
The brand began espousing this idea in its marketing collateral earlier in the year with its “Blank Canvas” ( see story ) and “No Old Thinking” campaigns ( see story ). Both advertisements emphasized the younger brand’s ability to embody creative freedom and fresh ideas sans historical baggage ( see story ).
Rather than leading with tradition, Genesis is defining itself through a forward-looking lens and appealing to consumers who value innovation and safety over nostalgia. This strategy puts the spotlight on cutting-edge design and technology.
Alongside this push, Genesis is also strengthening its image as a family-friendly brand, courtesy of a feature in the Freakier Friday
Combining contemporary art exhibitions with environmental conservation and social inclusion initiatives, the community garden is featured in a video from the EssilorLuxottica Creative Team.
Produced and aired from May 5 to June 1 on EssilorLuxottica digital screens in key locations across Milan and New York City, the video also played for corporate employees on all internal digital windows across the Group’s offices throughout the month of June. Founded in 2020 and facilitated alongside the Italy Patria della Bellezza Foundation, the Eyes on Art prize is granted to “outstanding projects that promote cultural heritage and enhance the identity of exceptional locations,” per the company.
CSR strategy
EssilorLuxottica has remained dedicated to accessibility, continually investing in assistive solutions.
The company acquired AI-driven tech startup Pulse Audition, which creates noise reduction and voice enhancement tools, allowing those with hearing impairments to better understand speech, at the top of this year ( see story ). Prior , its team attended the Consumer Electronics Show for the very first time in 2024 to present a prototype of glasses meant to help consumers facing mild to medium hearing loss ( see story ).
Larger picture, luxury brands are increasingly integrating accessibility considerations into their product development and retail experiences.
Irish writer and activist Sinéad Burke serves on the Global Equity Board at Gucci
Geographically, Singapore again leads the Lifestyle Index rankings for the third year in a row, followed by London, Hong Kong, Monaco and Zurich. Dubai rose five spots to rank seventh glo
