Genesis Puts Creativity in the Driver’s Seat with GV80 Campaign

Quick listen: How Genesis uses imagination to connect with luxury SUV buyers — in under 2 minutes.

Genesis is tapping into the power of imagination to sell its latest SUV.

The automaker has unveiled “Pull in Imagination,” a national campaign for the 2026 Genesis GV80 SUV.

The work centers on how the luxury SUV can be more than just transportation by being a space for creativity and family connection.

“Our latest campaign is a celebration of the imagination and creativity our products can inspire in today’s families,” said Amy Marentic, CMO at Genesis Motor America.

“GV80 is thoughtfully crafted to be more than just an SUV with exceptional comfort and leading safety, it’s a space where families can connect, explore, and dream together.”

"Pull In Imagination" officially launches on August 9 across TV, streaming, and social media, and runs through the end of October.

The campaign, created with INNOCEAN USA, is the third chapter of Genesis' "New Beginnings" platform, following "Blank Canvas" and "No Old Thinking" earlier this year.

According to Jason Sperling, INNOCEAN USA CCO, the work moves away from “legacy marketing thinking” toward “fresh ideas, bold approaches, and extremely well-crafted executions.”

Sperling continued, expounding on the luxury car brand's ethos of being "inclusive, warm, and welcoming."

A Rainbow in the Back Seat

Directed by filmmaking duo Julien and Quentin, the spot follows a young child who tugs a rainbow from the sky and anchors it to the GV80, flooding its cabin with vibrant color.

The SUV’s third-row seating, customizable Mood Curator lighting, and spacious design are shown as part of a magical, family-oriented journey.

The release aligns with the debut of “Freakier Friday,” a major film that prominently features both the Genesis GV60 and GV80 SUVs.

This product integration reinforces the brand’s aim to connect with a broader, family-focused audience, all while building cultural credibility.

Overall, it's clear that the campaign values storytelling more than taking the traditional hard-sell approach.

The brand hopes this softer narrative will help define its place in the competitive luxury SUV segment, where image and emotional engagement are increasingly critical.

Our Take: Can the Magic Narrative Move Audiences?

I like how Genesis uses fantasy to build a hook rather than relying solely on performance stats or tech features.

The challenge will be to ensure the creative magic in the ad connects to actual showroom traffic.

Without that link, the rainbow risks being just a pretty metaphor.

If Genesis can carry this narrative through its dealer experience and customer engagement, it could genuinely shift perceptions.

In other news, EV giant Lucid recently unveiled award-winning actor Timothée Chalamet as its newest brand ambassador.