Genesis Motor America is turning its attention to the emotional heart of driving with its newest U.S. national campaign, “Pull in Imagination”, debuting August 9 across television, streaming, and social media platforms through October 31. Centered around the 2026 Genesis GV80, the spot explores how design, comfort, and technology can inspire creativity and deeper family connections.
“Our latest campaign is a celebration of the imagination and creativity our products can inspire in today's families. GV80 is thoughtfully crafted to be more than just an SUV… it’s a space where families can connect, explore, and dream together.”Amy Marentic, Chief Marketing Officer of Genesis Motor America
Directed by filmmaking duo Julien and Quentin, the ad opens with a striking visual: a young girl reaching into the sky and pulling down a rainbow, threading each color into the GV80’s interior. As the hues fill the cabin, spacious third-row seating, the customizable Mood Curator lighting system, and thoughtful design elements reveal themselves in a setting that blends fantasy with functionality.
The sequence is emblematic of Genesis’ approach to modern luxury—where imaginative experiences carry equal weight to engineering precision. The GV80’s role in the spot is less about specifications and more about the feeling it evokes: a sanctuary that can hold both the practicalities of daily life and the magic of shared family moments.
“In a category filled with legacy marketing thinking — familiar tropes and concepts — we continue to look for fresh ideas, bold approaches, and extremely well-crafted executions."Jason Sperling, Chief Creative Officer at INNOCEAN USA, Genesis’ agency of record
Positioned within the brand’s “New Beginnings” platform, “Pull in Imagination” follows earlier campaigns “Blank Canvas” and “No Old Thinking”, which challenge outdated perceptions of luxury. Here, the GV80 isn’t framed as an exclusive object, but as an inclusive, warm, and welcoming environment—luxury without pretension, where young children are part of the picture, not an afterthought.
The launch comes alongside a major entertainment crossover: the GV80, along with the all-electric GV60, will appear in “Freakier Friday”, a new motion picture set for release later this year. The product placement reinforces Genesis’ growing presence in film, culture, and lifestyle spaces, supporting its strategy of reaching audiences through emotional storytelling and cultural integration.
Together, the campaign and the film appearance signal a brand that understands luxury’s evolution—where design, narrative, and cultural resonance are as important as horsepower and performance stats.
The campaign arrives during a period of accelerated growth for Genesis in North America. The brand now boasts over 90 standalone retail facilities across the U.S. and Canada, with dozens more in development. Customers can engage with the brand in multiple ways—from visiting Genesis House in New York City to exploring its portfolio online at genesis.com.
For Genesis, “Pull in Imagination” is more than an ad—it’s a statement of intent. The GV80 is positioned not only as a luxury SUV, but as a modern living space on wheels, where comfort, connection, and creativity intersect.
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