When it comes to marketing and advertising, brands with a rich legacy rely on their history to build trust and, thus, differentiate themselves from their competitors. But how about new companies? How can young brands benefit from their past like old brands? Not having a history doesn’t necessarily mean a disadvantage. In fact, it is the lack of history the one that gives the newborn brands the freedom to thrive and shape their identity, no historic limitations attached.
For Genesis, Hyundai’s luxury vehicle division, the lack of a past isn’t a weakness but rather an opportunity to embrace new beginnings. With the “Blank Canvas” ad, launched in early April, the automotive brand showed that not being constrained by history means freedom for its designers, engineers, and customers.
“The ability to be untethered from past legacy is one of Genesis’ biggest strengths as a disrupter in the market,” explained Amy Marentic, Chief Marketing Officer, Genesis Motor America. “Our ‘Blank Canvas’ campaign is a celebration of our brand’s fearless spirit in pursuing new adventures while continuously evolving to best fit the needs of our customers.”
The brand is clearly determined to show that the balance is shifting towards evolution and progress over old ideas. And its latest ad makes this clear; Developed with its agency of record, INNOCEAN USA, the “No Old Thinking” ad, a follow-up to the earlier spot, the “Blank Canvas,” further reinforces the brand’s commitment to innovation.
Directed by filmmaker Antoine Bardou Jacquet, the new work points out Genesis’ attitude toward innovation. Featuring the 2026 GV70 SUV as the spot’s hero, the ad illustrates the car under threat from an invasion of old ideas. Portrayed as light bulbs, these outdated conceptions are “everywhere, left over from legacy thinking,” waiting for an opportunity to sneak into everything. Luckily, not being tied to tradition stops them from thriving; the GV70 SUV masterfully defeats these old ideas, symbolically overcoming history to make room for innovation to flourish.
According to the CMO, “Genesis continues to thrive because we aren’t bound by history. 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,” continued 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 will run across the US on various platforms like TV, streaming, and social media through July 31. Additionally, the initiative will be supported across several major cultural events, such as the NHL Playoffs, Stanley Cup Finals, NBA Playoffs, MLB Home Run Derby, and Met Gala.
CREDITS
Brand: Genesis Motor North America
Agency: INNOCEAN USA
Director: Antoine Bardou Jacquet
