Genesis embraces the extreme closeup in Innocean’s ‘Luxe Is in the Details’ campaign

Craftsmanship is at the core of the new Genesis campaign—the first under Jason Sperling, Innocean USA’s new chief creative officer—as the Hyundai-owned automaker practically dive-bombs the vehicles to get closeups of luxurious details, including the GV60’s much-lauded Crystal Sphere that auto writers can’t stop falling in love with.

The campaign, themed “Luxe Is in the Details,” features three 30-second spots highlighting the Genesis SUV line: the GV80, GV60 and Electrified GV70. The ads—shot by Iconoclast directors Vania & Muggia and set to contemporary tracks from Yebba, Duckwrth and Onuka—leave behind the lifestyle storytelling seen in recent Genesis spots to lovingly highlight the products themselves.

The swooping closeups wouldn’t be out of place in an Apple product spot (a brand Sperling worked on for years earlier in his career—and in fact, Vania & Muggia made recent AirPods work), and are designed to appeal to luxury consumers and stand out in the category. 

The spot will air nationally beginning today.

“We needed to leverage a brand truth that would help us stand apart from the many well-known nameplates in the category while standing among them as a worthy competitor,” Sperling said. “We found our truth in ‘details.’ The level of detail, craftsmanship and finish that go into every aspect of Genesis vehicles is astounding, and it’s the details that matter most to an evolved audience of luxury disruptors.” 

The Crystal Sphere gets a hero placement in the out-of-home campaign, too, along with other executions showing the vehicles’ rotary dials

Digital materials include a GigaPixel zoom that goes from macro to micro in one shot.

“At Genesis, the craftsmanship, technology and designs of our vehicles give the brand a bold and distinct identity,” said Wendy Orthman, executive director of marketing at Genesis Motor America. “The ‘Luxe is in the Details’ campaign highlights the unique details our customers enjoy and encourages consumers to explore the brand’s design focus and attention to detail, immersing themselves in the features that our products have to offer.”

Sperling added that the campaign is aiming for an “elevated coolness” through the visuals, music and product and influencer partnerships. “My hope is that the brand breaks through a cluttered sea of category sameness and creates more desire than ever for these amazing vehicles,” he said.