"A Preview of Genesis Models: GV60 and GV80 Take Center Stage in 'Freakier Friday'"
Genesis Collaborates with Disney's "Freaky Friday" to Boost Brand Relevance in Luxury Auto Market
Genesis, the luxury division of Hyundai, is making waves in the EV and luxury automotive space by showcasing its latest SUV lineup in Disney's upcoming film, "Freaky Friday." The collaboration with Disney is aimed at brand discovery through narrative immersion, aligning the brand with modern family values, innovation, and lifestyle relevance.
The GV60 and GV80 SUVs, both featured in the movie, are not just plot devices but serve as sanctuaries, mobile spaces where characters reflect, reconnect, and occasionally escape from the chaos. The GV60, an all-electric SUV, underscores Genesis's efforts to position itself as aspirational and accessible to modern families. The GV80, a spacious SUV, highlights the brand's commitment to comfort and style.
"Freaky Friday," directed by Nisha Ganatra and written by Jordan Weiss, follows the story of Anna, a mother juggling raising a daughter and preparing for a blended family. The movie involves body-switching hijinks affecting multiple generations. The cast includes Julia Butters, Sophia Hammons, Manny Jacinto, Chad Michael Murray, Mark Harmon, and returning stars Jamie Lee Curtis and Lindsay Lohan, with both Curtis and Lohan serving as producers.
Amy Marentic, chief marketing officer of Genesis Motor America, stated that the collaboration with Disney showcases how Genesis supports women and families through design, comfort, and capability. The collaboration is supported by a custom media campaign spanning linear and social platforms, culminating in a branded spot featuring scenes from the film and moments with the Genesis vehicles.
With this strategic move, Genesis aims to enhance brand awareness among families and younger demographics, reinforce its brand values of innovation, elegance, and family orientation, build emotional engagement through storytelling tied to lifestyle moments, and capitalize on Disney's broad cultural reach to increase market penetration. The collaboration with "Freaky Friday" is a significant step in Genesis' strategy to deepen its cultural relevance and appeal in the evolving luxury auto market landscape.
The movie "Freaky Friday" opens in theaters nationwide on August 8. Consumers curious about the brand can experience it in person at the Genesis House in New York or explore it virtually via its sleek digital platforms. Genesis is now offering a range of sedans, SUVs, and EVs through over 200 U.S. retailers and more than 30 Canadian distributors. The brand recently celebrated its 80th standalone retail facility in the region, with plans for more on the horizon.
- Genesis, in its collaboration with Disney's "Freaky Friday," positions the GV60 and GV80 SUVs as sanctuaries that reflect, reconnect, and offer escape, aiming to reinforce its brand values of innovation and lifestyle relevance.
- The GV60, an all-electric SUV, presents Genesis' efforts to be aspirational and accessible to modern families, aligning with the movie's narrative of modern family values.
- In the upcoming "Freaky Friday," electric vehicles evoke a sense of novelty, furthering Genesis' commitment to the development of electric vehicles within the luxury automotive industry and the financial sector.
- Genesis, through this collaboration with "Freaky Friday," aims to increase its market share with families, younger demographics, and lifestyle enthusiasts, reinforcing its brand identity and capitalizing on Disney's strong cultural reach.
