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- New campaign spotlights 2026 Genesis GV70 SUV as the embodiment of innovation, free from conventional constraints.
FOUNTAIN VALLEY, Calif., April 25, 2025 – Genesis today launched its "No Old Thinking" advertising campaign, a cinematic story and evolution of the brand’s “Blank Canvas” campaign launched earlier this month. Celebrating Genesis’ pioneering spirit, the new creative work, centered around the 2026 GV70 SUV, will run nationally across television, streaming, and social media platforms through July 31.
"No Old Thinking", directed by filmmaker Antoine Bardou Jacquet, brings to life GV70's distinctive character - a boldly designed SUV with the soul of a sportscar - and underscores Genesis' belief that innovation flourishes without the weight of conventional thinking. By drawing a clear distinction between Genesis and heritage brands, the campaign highlights the brand's unique advantage as a young brand without legacy limitations.
“Genesis continues to thrive because we aren't bound by history,” said Amy Marentic, chief marketing officer, Genesis Motor America. “GV70 is proof that a blank slate fuels creativity. It combines athletic performance with elegant design, challenging what an SUV can be. And just like the GV70 SUV that inspires it, this campaign reflects our commitment to progress and our passion for reinvention."
“In a segment dominated by many venerable old badges, we wanted to make the point that old thinking can be an enemy to progress and originality,” said Jason Sperling, chief creative officer of INNOCEAN USA . “GV70 isn’t weighed down by a long history and those legacy ideas, represented here by a menagerie of weathered, steampunk light bulbs, don’t make it into our vehicles or our marketing.”
The campaign features a hero film that brings to life light bulb creatures, symbolizing stagnant traditions plaguing heritage brands. GV70 emerges as the hero evading and overcoming these "Old Ideas" to embody Genesis' commitment to innovation. Genesis will support the campaign across several tentpole cultural moments, including the NHL Playoffs, Stanley Cup Finals, NBA Playoffs, MLB Home Run Derby, and Met Gala.
The “No Old Thinking” campaign was developed in collaboration with Genesis’ agency of record, INNOCEAN USA.
Consumers can watch the new campaign nationally now through the month of July and online, and view its integration on the brand’s website. For information on Genesis and its lineup of vehicles, customers should contact their local Genesis retailer and visit www.genesis.com.
