Genesis + Golf
Integrated Campaigns
What happens when you bring PGA’s official luxury car onto the green? Genesis is bringing its “New Beginnings” platform to PGA with golf-contextual ideas that spotlight the GV80’s premium features while driving awareness, conversation, and brand love on and off the course.
Golf is rooted in tradition, from how it’s played to how it’s dressed, spoken, and viewed.
Golf is no longer just a sport, it’s bringing new energy. It’s become a cultural moment that blends luxury, lifestyle, and freedom all together.
Welcome new beginnings for Genesis in golf by using the GV80 as a catalyst — not to follow tradition but to redefine it.
Concept 1: Greatness Starts Here
The road to greatness starts in quiet, unexpected places—like the backseat. This campaign celebrates those shaping their own origin story, aligning with the Elevated Legacy of the Genesis Invitational and the fresh era of golf in TGL.
TVC: Greatness Starts Here
A cinematic three-part series tracing golfers’ journeys from the backseat to the big leagues — capturing their First Loss, First Win, and First Drive. Each story follows a young player’s early moments before cutting to them stepping out of a GV80 onto a professional course.
Tagline: It starts here, with you. Welcome to Genesis.
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Billboards capture rising golfers’ intimate pre-game rituals, showcasing features like the Mood Curator and 27” OLED screen to position the GV80 as where greatness quietly begins.
Social: Begin With Genesis
A GRWM-style social series where golf creators and pro-am players reveal their unique pre-swing rituals—captured inside the GV80. Showcasing the personal routines that fuel their game, the series highlights how the GV80 offers space and confidence for new beginnings in golf.
Concept 2: Outdrive Tradition
This campaign honors golf’s legacy while celebrating its evolution, inviting everyone to join the culture shift redefining the game.
TVC: Outdrive Tradition
We’ll use broadcast commercials to humorously challenge outdated golf traditions, with players literally and figuratively driving through them in GV80s. Featuring unexpected golf-loving talent like J. Cole and Caitlin Clark, Genesis positions itself as the unapologetic vehicle for a new era of the sport.
Social: Craft the Drive
This social series spotlights golfers redefining the game. From golfing in Jordans to living room driving ranges—captured live at PGA and TGL events. After making their mark, each golfer joins a like-minded host in the Genesis GV80, transforming it into a post-round studio where bold confidence meets conversation.
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Boards that talk back! A copy-led concept using lenticular printing to turn traditional golf etiquette signs into bold new expectations.
Experiential: Build Your Dream Course
We’re reimagining golf with a digital mini golf experience on Genesis.com, where players explore GV80 features like the Mood Curator and Bang & Olufsen Premium Audio by designing courses, choosing backdrops, and unlocking features with each hole. The concept extends into VR/AR at TGL, immersing fans in dream golf settings that showcase GV80 innovations, ending in a virtual lounge to relax, enjoy curated playlists, and book a test drive.
Activation: Build Your Dream Course
A time capsule for golf’s next century. To mark Riviera Country Club’s 100th anniversary, Genesis presents a special edition GV80 experience hosted by Michael Peña. From the driver’s seat, Peña shares his personal journey with golf, the fresh start it gave him, and his vision for the sport’s future—one shaped in part by Genesis and the innovations of TGL.
Concept 3: Craft Your Course
Genesis celebrates golfers who see fairways in freeways and greens in everyday spaces. The GV80 drives a new era of the game—supporting players who work hard, play their way, and break expectations.
TVC: Beyond the Green
Don’t wait for the perfect course—create it. A dynamic TVC follows golfers, undeterred by closed courses, as they explore unexpected sports venues in their GV80s to reinvent the game. Athletes from other sports join the journey, leading them all to the ultimate destination—Sofi Center, home of TGL.
Tagline: Drive your own path with Genesis.
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Life imitates golf. Spotting the game everywhere. This series reimagines unexpected terrains—like subway stairwells or city streets—as striking golf holes, with Genesis vehicles as elegant disruptors that merge design, performance, and innovation. The visuals can also serve as interactive online vehicle displays.
Social: Design Your Own Game
This social series extends the TVC and OOH campaign by showcasing how players are reimagining golf in unexpected places with the GV80. Creators will share fresh takes on the sport, inspiring audiences to join in by tagging Genesis and showing their own new beginnings for a chance to win a GV80 ride at an exclusive TGL or PGA experience.
Copywriter: Melissa Mora-Gonzalez