Car marque Genesis is set to place itself in the driving seat of the upcoming Super Bowl with the release of its first-ever advert for the annual championship match.
Starring celebrity couple John legend and Chrissy Teigen the spot will see the pair take the wheel of the brands latest sports utility vehicle, the GV80, when it premieres on Tuesday (28 January) on Entertainment Tonight.
Placing ‘Young Luxury’ at the heart of its messaging, the ad marks the opening salvo in a new campaign led by the brand ambassadors.
Mark Del Rosso, chief executive officer at Genesis Motor North America, said: "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. With John and Chrissy showcasing their signature charm, we will give our first SUV the running room to compete and win."
Bob Rayburn, executive creative director at Innocean USA, added: "We all believed that John and Chrissy best represent the kind of pure honesty and approachability that old luxury never had. They stand as a symbol for keeping it real.
"Most luxury advertising acts like, once your income reaches a certain level, your sense of humor gets surgically removed. As a vibrant young luxury brand, Genesis wanted to take a more humorous approach, John and Chrissy embody that flawlessly."
Last year Genesis partnered with brand storytelling agency Invnt to promote its all-electric Mint Concept.