“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,” Mark Del Rosso, Chief Executive Officer, Genesis Motor North America, said in a statement to the Associated Press. “With John and Chrissy showcasing their signature charm, we will give our first SUV the running room to compete and win.”
The commercial also launched Genesis’ new campaign, “Young Luxury,” that highlights the concept of having exploration in everyone through the spirit of youth and wonder.
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Genesis is the youngest luxury automotive brand.
In the commercial, Teigen toasts by saying goodbye to “old luxury” at a party. When she runs to the front doors of the party to introduce “young luxury,” Legend is late arriving in the GV80.
When he finally drives up, Teigen tells him he was late. Legend then requires her to say the “magic word” (sexiest man alive) to get in the car. (Legend was named People’s Sexiest Man Alive in October.)
The commercial ends by the couple saying, “somebody had to make luxury fun.”
Legend and Teigen helped spark interest in the Genesis brand.
The luxury brand saw a 330 percent rise in mentions on CarGurus.
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“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,” Bob Rayburn, INNOCEAN USA’s Executive Creative Director said in a statement to the Associated Press. “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.”
Legend and Teigen are co-ambassadors for Genesis USA.
GV80 is the first SUV developed by Genesis and is expected to go on sale in the United States in the second half of this year.
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