Dieste creates Hispanic-focused campaign for Genesis

2026-05-08

Genesis has launched its first Hispanic-focused campaign, "El Lujo Está en Ti" ("Your Purpose is the Ultimate Luxury"), featuring the GV70 SUV and aimed at engaging Hispanic consumers through culturally resonant storytelling. The campaign, created by Dieste, includes English and Spanish spots airing during events such as the NBA playoffs and the FIFA World Cup and targets key markets such as Phoenix, Los Angeles and New York. There will be a dedicated spot for Miami that's inspired by Caribbean and Cuban cultures.

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