What’s Happening: Luxury automaker Genesis has revealed its new advertising campaign, “Keep Beginning,” to introduce the all-new Electrified GV70 to a new generation of consumers. The campaign emphasizes the excitement and limitless possibilities of new beginnings and features several creators who embody this spirit.
Why It Matters: This campaign signifies a major milestone for Genesis, as the Electrified GV70 is the brand’s third new electric vehicle (EV) model in less than a year and the first to be assembled in the United States. By connecting the concept of new beginnings with its latest EV model, Genesis aims to inspire consumers to embrace change and innovation.
Key Points:
- The “Keep Beginning” campaign stars creators like visual artist Ricardo Rivera, interdisciplinary designer Charlotte McCurdy, fashion designer Phillip Lim, and sustainable surfboard innovator Ry Harris. These individuals showcase their personal journeys of discovery, creation, and innovation, reflecting the campaign’s theme of embracing new beginnings.
- The Electrified GV70 represents a new chapter for the award-winning GV70 platform and a symbol of Genesis’ commitment to investing in the U.S. market and expanding its electric vehicle offerings.
- Following the college basketball tournament, the “Keep Beginning” ads will continue to run across various broadcast and digital media platforms to maintain momentum and consumer interest.
- Genesis collaborated with its agency of record, INNOCEAN USA, to develop the “Keep Beginning” marketing campaign, while media agency Canvas Worldwide coordinated media placements.
Bottom Line: The “Keep Beginning” campaign underscores the importance of constantly looking towards the future, embracing new challenges, and seeking out new opportunities. Genesis hopes to inspire this sentiment in its community through the launch of its Electrified GV70. The arrival of the Electrified GV70 at select retailers marks a new era for the brand, solidifying its commitment to the U.S. market and showcasing its dedication to electric vehicle innovation.
