Hyundai-owned Genesis taps Chrissy Teigen and John Legend for its first Super Bowl ad

The 4-year-old premium brand presents itself as ‘new luxury,’ while scoffing at ‘old luxury’

Published On
Jan 30, 2020

Editor's Pick

Hyundai-owned Genesis is taking on “old luxury” with a Super Bowl ad starring celebrity power couple Chrissy Teigen and John Legend, scoffing at stuffy symbols of excess, like pretentious, plastic-surgery-ridden rich people. The ad, by Innocean, seeks to portray the 4-year-old premium auto brand as more approachable and better-suited for a younger audience than its rivals. A teaser (above) shows the couple wreaking havoc at an oyster bar.

The luxury car segment “always had a little bit of trouble laughing at itself. They all act like consumers have had their sense of humors surgically removed,” says Bob Rayburn, executive creative director at Innocean. “Luxury should be fun,” he adds, while poking fun at other luxury car ads that deploy “messaging that acts like their car features are curing polio.”

The 60-second spot, which will air in the second quarter, marks the Super Bowl debut for Genesis. Hyundai debuted the Genesis name in 2011 but kept it under the Hyundai umbrella until launching it as a standalone brand in 2016. The ad plugs the new GV80, which marks the brand’s entry into the popular crossover market.

Innocean also handles the Hyundai brand, including its Super Bowl spot. The director of the Genesis ad is Neal Brennan, whose credits include “Chappelle’s Show” and “Half Baked.”

Credits

Date
Jan 30, 2020
Client:
Hyundai
Client:
Innocean
CEO GMNA:
Mark Del Rosso
VP COO GMA:
Erwin Raphael
Senior Group Manager GMA:
Kate Fabian
Manager GMA:
J. Thongnop
VP Executive Creative Director:
Bob Rayburn
Creative Director:
Shane Diver
Associate Creative Director Art:
David Mesfin
Associate Creative Director Copy:
Chris DeNinno
Associate Creative Director Copy:
Dane Larsen
Art Director:
Johnny Nguyen
Copywriter:
Nicole Barlow
Senior Producer:
Kira Linton
Content Producer:
Celestina Lucero
Senior Art Producer:
Rachel Crain
SVP Managing Director:
Milind Raval
Group Brand Director:
Stephanie Godfrey
Brand Director:
Travis Cross
Brand Manager:
Brooke Jocson
Sr. Brand Manager Social:
Nazir Akil
Director of Business & Legal Affairs:
Jana Nauman
Sr. Business Affairs Manager:
Sheila Barrand
Sr. Business Affairs Manager:
Alison Walsh
Project Management Supervisor:
Maria Ortega
Product Information Specialist:
Tai Ferrer
Production Company:
Caviar
Director:
Neal Brennan
Director of Photography:
Jo Willems
Executive Producer:
Michael Sagol
Head of Production:
Casey Wooden
Senior Producer:
Tova Dann
Production Supervisor:
Ari Chang
Casting Agent:
DB Casting
Editorial:
Arcade Edit
Editor:
Paul Martinez
Assistant Editor:
Luke McIntosh
Executive Producer:
Damian Stevens
Producer:
Alexa Atkin
Color:
Company 3
Colorist:
Dave Hussey
Producer:
Gabriel Wakeman
Online/VFX:
The Mill
Creative Director:
John Leonti
VFX Supervisor / 2D Lead:
Philip Ineno
2D Team:
Roman Yavorsky
2D Team:
Stephen Paragone
2D Team:
Marlan Harris
3D Team:
Jason Monroe
3D Team:
Alice Panek
Executive Producer:
Pete King
Senior Producer:
Michele Watkins
Production Coordinator:
Will Tyler
Sound Design and Mix Company:
Barking Owl Sound
Sound Designer/Mix Engineer:
Mike Franklin
Executive Producer:
Kelly Bayett
Producer:
KC Dossett
Music Company:
Barking Owl Sound
Composer:
David Long
Composer:
Brian Canning
Composer:
Ethan Walter
Executive Producer:
Kelly Bayett
Producer:
KC Dossett

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