Genesis unveils luxury automotive advertising spectacle
‘Signature Event’ is the auto brand’s latest marketing campaign
The automotive brand Genesis has lifted the curtain on its latest marketing extravaganza – the ‘Signature Event’ campaign.
This initiative represents an extension of the successful ‘Luxe is in the Details’ creative approach launched in 2023. The campaign accentuates the unique features and meticulous details of Genesis vehicles through cutting-edge production techniques and visuals, complemented by a specially curated Genesis soundtrack.
In a departure from conventional luxury automotive advertising, Genesis continues redefining storytelling with its emphasis on simplicity and its products’ signature details and design.
Unique vehicles
The Signature Event campaign showcases the brand’s vehicles through balletic sequences and dynamic shots, precisely choreographed to a distinct soundtrack of various sounds produced by Genesis vehicles.
Wendy Orthman, the Executive Director of Marketing at Genesis Motor America, said: “Every detail of the Genesis ‘Signature Event’ campaign was meticulously thought out to help provide an immersive and elevated experience for our customers’ viewing.
“From the lighting to the music soundtrack that features a personal touch of welcome chimes, key fob beeps, and EV sounds – consumers can explore the brand’s timelessly designed vehicles that we have to offer in an enhanced visual connection.”
The visually striking advertisements were shot on a Volume Stage to create a unique viewing experience. This choice enables dynamic lighting and texture effects, highlighting the vehicles’ various exterior and interior details.
Each ad also boasts meticulously crafted backgrounds that enhance the feeling and tactility of those details, accompanied by a music track comprised of various Genesis vehicle sounds, intensifying the sensation of being inside one of these luxurious vehicles.
The collaboration
The Signature Event marketing campaign emerged from collaborating with Genesis’ agency of record, Innocean USA.
Marcella Coad, Group Creative Director at Innocean USA, commented on the campaign, stating: “To stand out and break the typical sales event mould, this latest campaign employs dynamic and evocative design and animation to evoke the feeling of luxury – in a way we’ve not seen from any luxury car brands.”
Consumers can catch the Signature Event premiere in the United States throughout March, both on traditional platforms and online.
Featured image: The ‘Signature Event’ marketing campaign deviates from conventional luxury automotive advertising. Credit: Genesis
