Ad of the Day | Jung von Matt Launches New Global Campaign For Luxury Brand Genesis

Feb. 02, 2022

STATUS GO. In a global, integrated campaign, South Korean car brand Genesis and Jung von Matt challenge the status quo and show what true luxury is all about: the ability to reinvent yourself again and again.

In September 2021, a cross-agency team from JvM SPREE and JvM NECKAR began the international repositioning and resulting launch campaign for the Genesis G90. The Genesis G90 is the new flagship communication vehicle for the luxury brand under the Hyundai Motor Group umbrella. JvM NECKAR has been working with Hyundai/Genesis since 2017, and JvM SPREE has been the global digital lead agency for the Hyundai brand since 2021.

Four months later, the focal point of the campaign is already on air.

The film, produced by director Jovan B.Todorovic and cinematographer Oliver Millar (production: BWGTBLD), shows a woman behind the wheel of her G90 asking herself an essential question: "Where am I going?" The beginning of a visual journey through self-reflection, vision and, all the possibilities life has in store for her. The music is by Active Child "Johnny Belinda", the key visuals of the accompanying digital campaign by star photographer Alex Rank.