Source: Genesis Motor North America
Genesis, in partnership with multicultural agency Dieste, unveils “El Lujo Está en Ti” (“Your Purpose is the Ultimate Luxury”), the brand’s first-ever culturally-centered campaign developed specifically for Hispanic consumers.
The campaign marks a major milestone for Genesis, introducing a dedicated creative platform designed specifically for the Hispanic market and grounded in deep cultural insight. Genesis customers are not defined by outward status, but by the quiet confidence that comes from earned success, while remaining deeply rooted in one’s values, family and cultural identity.
“At Genesis, we are committed to investing in communities that reflect our customers and their needs, especially within the rapidly growing Hispanic population in the United States” said Amy Marentic, chief marketing officer of Genesis Motor America. “There is no better way to bring this to life than with our top-selling model, GV70, which is thoughtfully designed with an intuitive layout for seamless integration into the everyday lives of our consumers.”
At the center of the creative is the Genesis GV70, which embodies the brand’s Athletic Elegance design philosophy, combining bold exterior proportions with a refined interior. GV70 is designed for drivers seeking a fun-to-drive everyday vehicle that delivers the space, versatility and confidence of an SUV.
“Our goal for ‘El Lujo Está en Ti’ was to create a film that leads with emotion and real cultural fluency,” said Abe Garcia, chief creative officer, Dieste. “Genesis isn’t just changing what premium looks like, it’s changing how it feels. This work is meant to inspire, tapping into a kind of effortless confidence where design and performance speak for themselves in a way that feels real and like something people can actually see themselves in.”
The integrated campaign includes 30- and 15-second spots in both English and Spanish, airing during tentpole moments including the NBA Playoffs and Finals, FIFA World Cup coverage and MLS matches. The campaign will run across key regional markets including Phoenix, Los Angeles, Miami, San Diego and New York, with a dedicated Miami-specific spot inspired by Cuban and Caribbean cultural influences.
Additional activations span social, audio and CRM, with targeted content across Meta and Instagram Stories designed to engage Hispanic audiences through culturally resonant storytelling and product-focused lifestyle moments. Radio and display executions will launch later in the campaign window.
Consumers can experience “El Lujo Está en Ti” online at www.genesis.com. For more information on Genesis, GV70, and the brand’s full lineup of vehicles, customers should contact their local Genesis retailer.
Credits
Agency Dieste:
Abe Garcia – Chief Creative Officer
Marialejandra Urbina – Chief Strategy Officer
Beatrice Sagaria Rossi – Group Account Director
Valentina Sulbaran – Group Creative Director
Dario Campos – Creative Director
David Chavez – Associate Creative Director
Luis Martinez – Sr. Art Director
Andres Pedraza-Creative Director
Miguel Giraldo-Sr. Copywriter
Keni Mezarina- Associate Creative Director
Erin Clark – Group Planning Director
Michael Henderson – Marketing Science Lead
Alex Castro – Account Supervisor
Scott Gassert – Executive Director of Media Strategy Media Buying/Planning
Omnicom Production:
John Costello – Executive Producer
About Genesis Motor North America
Genesis is a new global automotive brand that delivers the highest standards of design, safety, refined performance, and innovation while looking towards a more sustainable future. Drawing from its cultural heritage and distinctly Korean hospitality, Genesis crafts experiences focused on customers as “Son-nim”, or honored guests.
Genesis Motor North America offers a growing range of award-winning SUV, sedan, and electric models through its network of more than 200 independent U.S. retailers, in addition to its more than 30 Canadian agency distributors. Genesis now counts more than 100 standalone retail facilities across the North American region, with dozens more in development. Consumers can discover the brand through its many retail points, at Genesis House, the brand’s flagship space in New York City, or online at www.genesis.com.
Please visit our media site for the latest news at www.genesisnewsusa.com (United States) and www.genesisnews.ca (Canada).
About Dieste
Dieste, Inc. is a Dallas, Los Angeles and New York-based company, pioneering the future of how brands and cultures connect. We believe the greatest value we can bring to clients is relevance. Dieste has won multiple Cannes Lions for their work and has been named numerous times to Ad Age’s “A-list,” “Agency to Watch” and “Multicultural Agency of the Year.” Dieste is part of Omnicom’s (NYSE: OMC) Advertising Collective network.
