August 11, 2025
“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“Whether we're challenging outdated thinking or redefining vehicle space through imagination rather than utility, Genesis is carving out a luxury ethos that's inclusive, warm and welcoming—even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
