Genesis launches first-ever Hispanic Campaign: “El Lujo Está En Ti”

Genesis, in partnership with multicultural agency Dieste, today unveiled “El Lujo Está en Ti” (“Your Purpose is the Ultimate Luxury”), the brand’s first culturally-centered campaign developed specifically for Hispanic consumers.

The campaign marks a major milestone for Genesis, introducing a dedicated creative platform designed specifically for the Hispanic market and grounded in deep cultural insight. Genesis customers are not defined by outward status, but by the quiet confidence that comes from earned success, while remaining deeply rooted in one’s values, family and cultural identity.

“At Genesis, tailoring the purchase and ownership experience to customers’ needs is at the core of our hospitality ethos.” said Amy Marentic, chief marketing officer of Genesis Motor America. “The Hispanic community in the United States represents an important audience for our brand. Crafting a bespoke, culturally relevant campaign in Spanish is aimed at welcoming Hispanic Americans into our brand as honored guests.”

At the center of the creative is the Genesis GV70, which embodies the brand’s Athletic Elegance design philosophy, combining bold exterior proportions with a refined interior. GV70 is designed for drivers seeking a fun-to-drive everyday vehicle that delivers the space, versatility and confidence of an SUV.

“Our goal for ‘El Lujo Está en Ti’ was to create a film that leads with emotion and real cultural fluency,” said Abe Garcia, chief creative officer, Dieste. “Genesis isn’t just changing what elevated driving looks like, it’s changing how it feels. This work is meant to inspire, tapping into a kind of effortless confidence where design and performance speak for themselves in a way that feels real and like something people can actually see themselves in.”

The integrated campaign includes 30- and 15-second spots in both English and Spanish, airing during tentpole moments including the NBA Playoffs and Finals, FIFA World Cup coverage and MLS matches. The campaign will run across key regional markets including Phoenix, Los Angeles, Miami, San Diego and New York, with a dedicated Miami-specific spot inspired by Cuban and Caribbean cultural influences.

Additional activations span social, audio and CRM, with targeted content across Meta and Instagram Stories designed to engage Hispanic audiences through culturally resonant storytelling and product-focused lifestyle moments. Radio and display executions will launch later in the campaign window.