- Partnership includes Genesis vehicle integrations within the new series, featuring the GV80 Coupe and G90, as well as custom ad content starring Lex Scott Davis
Genesis today announced its official automotive partnership with NBCUniversal for the highly anticipated new NBC series, “Suits LA.” The collaboration will kick off during the “Suits LA” premiere airing on NBC, Sunday, Feb. 23 at 9 PM ET/PT and streaming next day on Peacock.
“Our brand celebrates new beginnings, and being at the start of this new ‘Suits’ era is a perfect way to introduce Genesis to millions of fans worldwide,” said Wendy Orthman, executive director of marketing at Genesis Motor America. “As a design-forward brand, we look forward to watching our customers, as well as the Black Lane Law attorneys, arrive in style and power no matter their destination.”
“Storytelling is at the heart of everything we do. When we collaborate with brand partners, we create engaging experiences that both integrate the brand and resonate with our audiences’ passion points,” said Karen Kovacs, President, Advertising & Partnerships, NBCUniversal. “This collaboration with Genesis and ‘Suits LA’ is a perfect example of how we bring fans closer to our IP in innovative ways, while delivering real impact for advertisers.”
From the courthouse to recharging in-between clients, Genesis sets the Black Lane Law attorneys up for success with exceptionally designed and class-leading rides. Throughout the series in select episodes, audiences will see the first-ever Genesis GV80 Coupe, serve as Erica Rollins’ personal vehicle, while the award-winning G90 flagship sedan will act as Black Lane Law’s black car service. The brand’s vehicles immerse each character in a high-touch experience that matches their high-stakes world, from a sanctuary to relax before a big case to a dynamic driving experience that inspires confidence ahead of a day in court.
In addition to vehicle integrations, the brand’s partnership with NBCUniversal also includes custom ad content starring Lex Scott Davis that will be deployed across social and in-show commercial time featuring the GV80 Coupe.
Genesis’ media agency, Canvas Worldwide, negotiated this comprehensive partnership featuring in-show brand placements, robust linear and social media packages, and custom ad integrations with NBCUniversal. Genesis’ creative agency, INNOCEAN USA, provided art direction and assets for this partnership. Additionally, in collaboration with Genesis, NBCUniversal’s Creative Partnerships team produced the custom ad content that will launch across platforms.
