A child reaches up and literally pulls a rainbow from the sky. She anchors it to a Genesis GV80 and watches as each vibrant color floods the interior, bringing the SUV’s features to life through pure wonder.
That’s the opening of Genesis’ latest campaign—a 30-second spot called “Pull in Imagination” that just launched nationally. Amy Marentic, chief marketing officer at Genesis Motor America, calls it “a celebration of the imagination and creativity our products can inspire in today’s families.”
The work comes from INNOCEAN USA and reflects the kind of thinking that Jason Sperling brought to the agency when he joined as chief creative officer after spending two and a half years exploring AR and VR at Meta Reality Labs.
Breaking the luxury car playbook
“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,” Sperling says. He’s talking about an industry that’s gotten stuck on leather seats, city skylines, and the same tired utility demonstrations.
The Genesis brief was straightforward enough: showcase the 2026 GV80’s family-friendly features—third-row seating, spacious design, and that customizable Mood Curator lighting system. But instead of leading with function, INNOCEAN USA chose imagination as the entry point.
Building on breakthrough thinking
This isn’t a one-off creative flex. “Pull in Imagination” is the third installment in Genesis’ “New Beginnings” platform, following “Blank Canvas” and “No Old Thinking” campaigns that launched earlier this year. But the real story is how INNOCEAN USA has been steadily redefining Genesis’ creative territory since Sperling arrived.
His first major campaign, “Luxe Is in the Details,” marked a decisive break from typical luxury car advertising. No country club sophistication or hollow luxury language—just extreme close-ups of craftsmanship details revealed by light pulling back like a curtain. Then came “Steal the Spotlight” in 2024, positioning Genesis drivers as main characters in their own stories rather than passengers in someone else’s idea of luxury.
From details to imagination
The evolution is telling. Sperling’s strategy has been consistent: find Genesis’ truth in what other luxury brands ignore. First it was the obsession with details—”the level of detail, craftsmanship, and finish that go into every aspect of Genesis vehicles is astounding,” he said about that breakthrough campaign. Now it’s imagination over utility, wonder over function.
Amy Marentic, chief marketing officer at Genesis Motor America, frames the latest thinking perfectly: “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.”
New luxury without the velvet rope
Sperling’s take on what Genesis represents cuts to the heart of luxury marketing’s current moment: “Genesis is carving out a luxury ethos that’s inclusive, warm, and welcoming—even to families with young kids. It’s new luxury without the velvet rope or baggage of old brands.”
It’s a perspective informed by time spent outside the automotive world—Sperling joined INNOCEAN USA after exploring what’s possible in AR and VR at Meta Reality Labs. Sometimes the best way to see an industry’s limitations is to step away from it entirely.
The bigger picture
The campaign launches alongside product integration in the upcoming film “Freakier Friday,” reinforcing Genesis’ growing cultural presence. It’s smart timing for INNOCEAN USA, which saw 19% organic growth in 2024 and exceeded its brand awareness goals by 260%.
Sometimes the best way to show utility is through wonder. Sometimes accessibility and aspiration work better together when imagination leads the way. And sometimes a rainbow pulled from the sky does more for a luxury SUV than another shot of leather and chrome ever could.
Learn more
Genesis website
Amy Marentic LinkedIn
INNOCEAN USA
Jason Sperling LinkedIn
Agency LinkedIn
Contact: info@innoceanusa.com
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