Genesis Motor America has announced an innovative collaboration with Disney to promote its GV60 and GV80 SUVs, which will feature prominently in the much-anticipated film, Freakier Friday. Scheduled for nationwide release on August 8, this film serves as a modern remake of the beloved 2003 classic, reinventing the iconic body-swap story with a fresh perspective and new adventures.
The partnership marks an exciting foray into the world of entertainment for Genesis, a luxury automotive brand renowned for its combination of performance, design, and technology. The integration of the GV60 and GV80 into the storyline not only enhances the cinematic experience but also reinforces Genesis’s commitment to understanding and meeting the needs of contemporary families. As emphasized by Amy Marentic, Chief Marketing Officer of Genesis Motor America, the collaboration seeks to connect with audiences through a relatable narrative that highlights how Genesis vehicles can be trusted companions during life’s many journeys.
In Freakier Friday, the two main characters, Tess (played by Jamie Lee Curtis) and Anna Coleman (portrayed by Lindsay Lohan), navigate personal challenges and family dynamics amidst their extraordinary body-swap adventure. The GV60, an all-electric SUV, symbolizes sustainability and modernity as Tess recharges her energy within its serene cabin. Meanwhile, the GV80, known for its spaciousness and versatility, complements Anna’s journey through Los Angeles, ultimately enhancing the film’s exploration of generational connections and family bonds.
This strategic partnership was facilitated by Canvas Worldwide, Genesis’s media agency, which orchestrated a comprehensive marketing campaign that encompasses both traditional and digital channels. The campaign not only promotes the vehicles’ appearance in the film but also features a specially crafted commercial that showcases their roles within the story. This approach aims to reach a wide demographic, introducing new families to the Genesis brand while emphasizing the emotional resonance that vehicles can have in daily life.
Moreover, the collaboration embodies Genesis’s dedication to its customers, guided by the Korean principle of son-nim, which means treating every patron as a valued guest. This ethos resonates throughout the brand’s offerings, ensuring that each vehicle is not merely a mode of transportation but also a conduit for meaningful experiences.
As Freakier Friday prepares for its theatrical debut, the partnership with Genesis is poised to captivate audiences and drive interest in the brand’s luxurious and family-focused vehicles. By merging compelling storytelling with automotive excellence, Genesis is setting a new standard for how brands can engage consumers in the realm of entertainment.
