The Drum Awards Festival - Extended Deadline

-d -h -min -sec

Client: Genesis
Date: Jan 2020
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For the first time in its short history, Genesis plans to throw its hat into the Super Bowl ring. The spot is set to air during the second quarter of Super Bowl LIV, and will star musician John Legend and model/social phenom Chrissy Teigen as the couple introduces the recently unveiled GV80 sport-utility vehicle. The commercial will serve as a kickoff to a campaign featuring the dynamic duo. It will also share the new Genesis position of 'Young Luxury' with the massive Super Bowl audience.

In the spot, Teigen says goodbye to "old luxury" like "woman who claims she hasn't had any plastic surgery" and "guy who thinks his loud suit's a personality" and introduces the "young luxury" of the Genesis GV80.

"Launching GV80 in North America during the Super Bowl offers us exponential visibility for the Genesis brand at the national, and to some extent global, level," said Mark Del Rosso, chief executive officer, Genesis Motor North America. "With John and Chrissy showcasing their signature charm, we will give our first SUV the running room to compete and win."

The Super Bowl commercial was produced by Genesis' agency of record: Innocean USA, under the creative leadership of Bob Rayburn, executive creative director, Genesis.

Known for infusing humor into every medium he touches, Caviar director and comedian Neal Brennan helmed the ad. "Combining opulence and humor for this spot was a fun challenge," says Brennan. "Thankfully, the comedic flow between Chrissy and John is effortless."


Innocean USA


Director: Neal Brennan (Caviar)