Genesis G70 Shooting Brake | Luxury Automotive | Clapboard

Time Well Spent

Description

Launched in the United Kingdom in November 2021, the "Time Well Spent" campaign for Genesis Motor Europe, crafted by Innocean, embodies the brand’s dedication to valuing their customers’ time through a sophisticated and emotional narrative. Centered on the launch of the new G70 Shooting Brake, the campaign’s sole film asset, titled "Sand Kiter," artfully captures the serene and poetic journey of twelve-time kiteboarding champion Sabrina Lutz, illustrating how every moment spent mastering her passion is invaluable. This cinematic piece, directed by Salomon Ligthelm with an evocative soundtrack by Audioforce, extends Genesis’s luxury promise beyond product excellence, emphasizing a seamless and personalized ownership experience. By introducing the Genesis Personal Assistant service—a unique offering that brings everything from car delivery and servicing to test drives directly to the customer’s location—Genesis redefines convenience, allowing drivers to focus on what truly matters in their lives. The campaign not only highlights the striking design and innovative features of the G70 Shooting Brake but also reinforces the brand’s commitment to a driver-first approach, where customer needs are anticipated and prioritized. Through a compelling fusion of visual storytelling and experiential service innovation, the "Time Well Spent" campaign positions Genesis as a design-led luxury automotive brand that respects and enhances the lifestyles of discerning customers. It invites the audience to discover a new standard of luxury that values time as much as performance, supported by a strong digital presence across social platforms, encouraging engagement and brand affinity. Ultimately, this campaign showcases Genesis’s ability to combine elegance, functionality, and customer-centricity, making every interaction effortless and meaningful for the modern luxury car enthusiast.

Credits

Client

Genesis Motor Europe

Agency

Innocean

European Chief Creative Officer

Gabriel Mattar

Executive Creative Director

Ricardo Wolff

Creative Director Art

Maso Heck

Art Director

Ahmet Kilic

Copywriter

Noha Fahmy

Chief Operating Officer

Jonathan Hill

Account Management

Anna Moskalenko, Alana McQuoid

Head Of Tv

Fabian Barz

Producer

Ellen Pot, Alexander Husche, Hendrik Schäfer, Fabio Becker, Steffen Röthinger, Claudia Hesse

Strategic Planner

Jörn Ballentin

Production House

More like this

GV60: A new light in the EV world - Genesis, Genesis Motors Europe | Clapboard Ad Archive

GV60: A new light in the EV world anchors Genesis and Genesis Motors Europe’s decisive entry into the premium electric vehicle market, harnessing the creative direction of INNOCEAN Worldwide Europe GmbH for a campaign that visually and strategically marks a new design-led era for the brand. The centerpiece film transforms a Portuguese forest into a mesmerising stage where technology, art, and nature converge — an all-electric GV60 channels its power into an intricate, geometric laser installation inspired by the model’s distinctive crystal sphere, creating a dome of light that both symbolises and demonstrates the vehicle’s sophistication and innovation. This spectacle not only reaffirms Genesis’s positioning as a luxury automaker that prioritises experiential design and the efficient, driver-centric luxury experience, but also sets it apart in a crowded field of established players by putting creative storytelling at the heart of its launch communications. The campaign avoids standard automotive tropes in favour of contemplative, sensory storytelling, aligning the GV60 with consumers who value time, purposeful design, and memorable experiences over traditional performance claims, while the agency’s focus on respect for people’s time elevates the narrative to one that feels authentic to contemporary luxury. By embedding the GV60 into a greater narrative about seeing the world anew — literally using its electric capabilities to power a large-scale artwork — Genesis sidesteps expected feature explainers in favour of what Clapboard’s taxonomy would classify as FORMAT#9—Symbolize the Benefit, using light as a metaphor for the transformative impact of electric mobility and the clarity it brings to personal transportation. The art-driven communication strategy, distributed via film and supported with original music and thoughtfully crafted visual effects, further distinguishes Genesis from the competing postures of performance, heritage, and comfort adopted by sector rivals like Tesla, Audi, BMW, and Mercedes-Benz, targeting discerning, design-minded buyers seeking more than just utility or technical superiority. By enlisting respected creative partners to deliver an immersive and poetic experience, the campaign fuses product and narrative into a unified expression of possibility, signaling both a confident new voice in the electric segment and a commitment to meaningful innovation. The campaign earns 69/100 in Clapboard’s global creative archive. In an era when luxury automotive marketing is saturated with predictability, GV60: A new light in the EV world signals a creative ambition and rhetorical subtlety that push the category’s expectations for design-driven storytelling in the electric age.

Campaign Proposition

The "Time Well Spent" campaign by Genesis Motor Europe strategically positions the brand as a luxury automotive provider that values and respects the customer’s most limited resource: time. By introducing the G70 Shooting Brake through the evocative "Sand Kiter" film, the campaign underscores Genesis’s commitment to seamless convenience and personalized service, embodied by the Genesis Personal Assistant. This service model is designed to eliminate traditional pain points associated with buying and maintaining luxury vehicles by offering on-demand test drives, delivery, and servicing wherever the customer is. The campaign’s narrative centers on Sabrina Lutz, a twelve-time kiteboarding champion whose disciplined pursuit of her sport mirrors the targeted audience’s appreciation for efficiency and meaningful time investment. By aligning the brand with an elite athlete who prioritizes precision and focus, Genesis appeals to discerning consumers who seek to maximize every moment without sacrificing luxury or quality. Creatively, the campaign adopts a poetic and serene tone, emphasizing calmness and control—qualities that resonate with an audience looking for luxury that integrates seamlessly into an active, time-conscious lifestyle. Filmed and scored to evoke tranquility and focus, the campaign visually and aurally reinforces the proposition of “time well spent” as a luxury in itself, rather than just a function or feature of the vehicle. This approach differentiates Genesis within the competitive automotive market by focusing less on the car’s technical attributes and more on the experiential and emotional benefits of ownership. The insight that modern luxury consumers value services that minimize hassle enables the brand to connect on a deeper level, positioning Genesis as a customer-centric innovator in the premium automotive segment.

Creative Device

FORMAT#6 BENEFIT CAUSES STORY — Builds a story where the product’s benefit is the reason for the action or twist. This campaign centers on world champion kiteboarder Sabrina Lutz, whose time is depicted as exceptionally valuable due to her passion and career. The narrative builds around the idea that Genesis, through its Personal Assistant service (home test drives, delivery, servicing), enables Sabrina to maximize her time on what matters most—her craft. The product’s unique time-saving benefit is the cause for the story, shaping her experience and underscoring the brand’s driver-first ethos without a plot-driven conflict or resolution. ADVERTISING FORMATS EXPLAINED: https://www.clapboard.com/blog/branding-and-advertising/brand-strategy/12-advertising-creative-formats

ALL LOVER5 - Renault E-Tech | Clapboard Ad Archive — archive collection thumbnail

ALL LOVER5 - Renault E-Tech | Clapboard Ad Archive

ALL LOVER5 from Renault E-Tech and Publicis Conseil sets out to crystallize the Renault 5 E-Tech electric as Europe’s defining force in mainstream electric mobility for Year 2026, following its launch-year ascendency to best-selling status and more than 100,000 registrations across the segment. Anchoring its communications on the rare feat of uniting a polarized consumer landscape, the campaign deploys an epic cinematic narrative built around the flamboyant magnetic pull of the R5—visualized through an entire city abandoning routines to converge in adoring, near-hypnotic pursuit of the vehicle. By leveraging what Clapboard’s taxonomy defines as FORMAT#9—Symbolize the Benefit—the film embraces visual exaggeration and collective behavior as the creative heart of its message: the R5 does not merely remove elitist stigma from electric cars, it reframes them as objects of genuine universal desire accessible to every class and cohort. The car’s 1970s pop icon heritage is rendered in a thoroughly contemporary idiom, positioned by the campaign as both a cultural bridge and a technological milestone, spotlighting innovations like bidirectional charging while sidestepping rational persuasion in favor of bold emotional spectacle. Publicis Conseil wraps this populist vision in staging described as elegant, grandiose, and touchingly human, supported by a disco-infused soundtrack that amplifies the product’s sensuality and broad intergenerational appeal. In contrast to rivals such as Volkswagen’s practical reliability, Peugeot’s urban style, and the technological dominance of Tesla or BMW, Renault asserts the emotional accessibility of the R5 as a true market differentiator. The film’s citywide group movement acts as a stand-in for collective yearning, dramatizing the overcoming of entrenched market barriers—persistent misconceptions of EVs, flagging momentum in sales, and entrenched purchase hesitation—with an image of consensus and public embrace rarely seen in the category. In deliberately eschewing technical demonstration for symbolic resonance, the campaign leverages the breadth of European nostalgia while delivering a future-facing product narrative, and by doing so achieves broad, cross-demographic penetration. Clapboard rates this 63/100. As a signal to the automotive and personal transportation market, ALL LOVER5 demonstrates that democratization and passionate belonging can redefine mass-market EV communications when product and culture align.

Discovery Towing Adventures with Jack and Michael Whitehall - Land Rover | Clapboard Ad Archive — archive collection thumbnail

Discovery Towing Adventures with Jack and Michael Whitehall - Land Rover | Clapboard Ad Archive

Land Rover’s Discovery Towing Adventures with Jack and Michael Whitehall, created by Spark44 and released in the United Kingdom in 2019, leverages the global appeal of celebrity storytelling to reposition complex automotive technology as genuinely user-friendly and desirable. In a playful narrative centered on family dynamics and the unpredictability of real-world travel, the campaign features the well-known father-son duo as they put the Land Rover Discovery — and crucially its Advanced Tow Assist technology — through a series of towing scenarios that blend humor and practical demonstration in equal measure. The campaign’s creative strength flows from its casting, recognizing that Jack and Michael Whitehall’s public familiarity and comic rapport are an effective antidote to the anxiety and hesitation ordinary drivers often associate with towing. This aligns squarely with Land Rover’s brand strategy: inviting more people to embrace the adventure and capability promised by the Land Rover Discovery, regardless of their technical confidence or driving pedigree. Land Rover’s market position as a purveyor of rugged, family-oriented exploration is reinforced here through an accessible, technology-driven storyline — with the messaging firmly centered on how advanced driver assistance makes daunting tasks like trailer reversing and heavy load towing far less intimidating for everyday users. The selection of Spark44 as creative partner signals an enduring focus on communication that drives both product understanding and emotional resonance, targeting tech-aware consumers who crave reassurance along with inspiration. Measuring impact, the campaign’s core YouTube film surpassed 200,000 views, evidencing the successful fusion of entertainment value with product messaging and broad appeal. What Clapboard’s taxonomy would classify as FORMAT#8—Ongoing Characters or Celebrities, this approach amplifies brand recall and drives engagement by making recurring personalities intrinsic to the storytelling platform, rather than relying solely on functional demonstrations or traditional feature-led advertising. By linking the advanced towing technology to familiar personalities and relatable family journeys, the work cements Land Rover Discovery’s standing as the enabler of transformative, stress-free experiences on the road and trails. The campaign earns 69/100 in Clapboard’s global creative archive. At a moment when automotive campaigns often default to utilitarian showcases or technical jargon, this effort matters because it demonstrates that meaningful innovation becomes most compelling when reframed through authentic, everyday characters whose journeys resonate beyond the spec sheet.

A race car set free - Seat | Clapboard Ad Archive — archive collection thumbnail

A race car set free - Seat | Clapboard Ad Archive

A race car set free, Droga5’s campaign for SEAT launched in the United Kingdom in 2017, reimagines the boundaries of automotive ambition by positioning the SEAT Leon CUPRA as more than a high-performance street car: it is a race car liberated from the rote rhythms of the track and given license to thrill on open roads. In a category crowded by incremental updates and incremental claims, SEAT pivots to a narrative centered on emotional release and purpose, dramatizing the concept of the race car not as a caged marvel endlessly looping through preordained circuits, but as a vessel of unspent exhilaration finally unleashed and made accessible to everyday drivers. Produced as a cinematic film, the campaign discards literal demonstrations and traditional testimonial formats, instead executing an exaggerated, almost poetic visual metaphor wherein the race car’s potential is unlocked from institutional constraint. This approach sits squarely in Clapboard’s FORMAT#9—Symbolize the Benefit, using the motif of the race car’s release as an analogue for the CUPRA’s promise of pure racing DNA woven into street-legal form. Rather than specifying standard performance metrics or pitting the vehicle in competitive scenarios, the creative leans on the fact that 60% of design and parts are shared with SEAT’s award-winning Cup Racer, underscoring the machine’s provenance while inviting the audience to imagine themselves at the intersection of track heritage and everyday possibility. The film’s pacing, editing, and high-impact visuals conjure a sense of restrained power finally permitted to express itself, tapping into enthusiast aspirations and repositioning SEAT from pragmatic mobility to visceral automotive passion. With amplification among a digitally fluent target and robust engagement in the form of audience comments, the campaign successfully recasts a product launch as an emotional narrative of emancipation. The campaign earns a 64/100 in Clapboard’s global creative archive. This work matters because it marks a deliberate shift toward symbolic storytelling in the automotive sector, where performance is dramatized not by numbers or speed tests but by potent metaphor that redefines how consumers perceive adrenaline in everyday driving.

The Descent - Geraint Thomas - Continental | Clapboard Ad Archive — archive collection thumbnail

The Descent - Geraint Thomas - Continental | Clapboard Ad Archive

Continental’s 2019 campaign The Descent - Geraint Thomas, crafted by Cut Media for the UK automotive market, delivers a high-velocity demonstration of tyre technology through the lens of elite athletic performance, placing the viewer in the heart of a gripping downhill ride alongside Tour de France champion Geraint Thomas. This film uses a FORMAT#1 Demonstration approach from Clapboard’s taxonomy, focusing on the visceral experience of navigating closed, scenic roads in southern France to showcase the precision, grip, and safety of Continental tyres in demanding conditions. By eschewing dramatized storytelling or overt celebrity endorsement, the campaign privileges an immersive, product-centric narrative that highlights Continental’s engineering expertise and commitment to reliable, high-performance mobility solutions across diverse vehicle types. Continental leverages its 150 years of industry heritage and global R&D infrastructure to position itself as a leader in sustainable, connected mobility, and The Descent reinforces this by illustrating how the brand’s advanced tyre systems enable riders to maintain control and confidence when pushing limits. The campaign is tightly integrated with digital platforms including Facebook UK and Ireland, Twitter, and Instagram, encouraging audiences to engage with Continental’s broader product ecosystem and the partnership with Geraint Thomas. The film’s focus on real-world application rather than abstract claims anchors Continental’s brand message in authentic performance metrics, aligning with the automotive category’s demand for demonstrable safety and technological innovation. Clapboard rates this campaign 63/100. This campaign matters to the industry because it demonstrates how automotive brands can leverage elite sports partnerships within a pure product demonstration framework to deliver credible, experience-driven narratives that elevate technical innovation without resorting to conventional celebrity-centric storytelling.

The Shape of Things to Come - Land Rover | Clapboard Ad Archive — archive collection thumbnail

The Shape of Things to Come - Land Rover | Clapboard Ad Archive

Land Rover’s 2019 campaign The Shape of Things to Come, developed by Spark44 for the UK automotive market, stands as a blueprint for how a heritage icon can leverage its singular identity to propel itself into the future without diluting its core DNA. Centered on the relaunch of the Defender, the work avoids linear narratives or didactic product demonstrations, relying instead on a filmic approach that positions the vehicle as a modern reimagining of adventure itself. The narrative arc is less about what the Defender does and more about what it represents—a redefinition of the intrepid spirit for a new generation of drivers with heightened expectations for technology, design, and versatility. Spark44’s creative execution employs immersive, cinematic visuals that showcase both the inherited ruggedness and refreshed sophistication of the Defender, articulating Land Rover’s commitment to durability and innovation in a rapidly evolving category where authenticity matters. What Clapboard’s taxonomy would classify as FORMAT#11—Unique Personality Property, the campaign carves out space for the Defender not through star endorsements or sentimental testimonials, but by allowing its storied past and distinctive personality to take center stage and communicate the evolution of a legend. The integration of digital touchpoints, such as campaign landing environments that invite deeper exploration, signals a hybrid approach marrying traditional brand storytelling with modern engagement strategies. In a segment where peers including Mercedes-Benz, BMW, Audi, and Volvo each champion their own blend of prestige, technology, and design, Land Rover positions the Defender as the quintessential balance of heritage and forward-thinking engineering, offering a compelling proposition for drivers who demand contemporary capability without sacrificing authenticity. The campaign earns 66/100 in Clapboard’s global creative archive. This campaign matters insofar as it demonstrates that enduring icons can adapt meaningfully to new consumer realities when their unique lineage is treated as an asset, not a relic.

Easy "Vampire" Life, Easy "Zombie" Life — archive collection thumbnail

Easy "Vampire" Life, Easy "Zombie" Life

In October 2017, Renault teamed up with Publicis Conseil and The Loft to launch an innovative film campaign titled Easy "Vampire" Life, Easy "Zombie" Life, aimed at reinforcing the brand’s core value of making daily life easier for its customers. Capitalizing on the Halloween season, the campaign creatively used humor by featuring iconic spooky characters—a vampire family and a zombie family—who encounter everyday challenges similar to those faced by humans. Through two short digital films, Renault showcased how its automotive innovations, such as removable and washable seat trims, provide practical solutions that ease these quirky yet relatable dilemmas. For example, the vampire family drives their Renault Captur under the moonlight when the baby cries due to hunger and ends up vomiting on the car seat, but thanks to Renault’s thoughtful features, the parents find managing these moments worry-free. This playful narrative not only aligned perfectly with the Halloween festivities but also deepened audience awareness of Renault’s Easy Life philosophy, positioning the brand as a forward-thinking partner in everyday life. The campaign was thoughtfully directed by Thomas Leisten Schneider and produced by La PAC, combining creativity and strategic brand messaging to engage digital audiences. Carine Gailliez, Global Content & Media Director at Renault, emphasized the ongoing partnership with The Loft, noting that this campaign was part of a wider content strategy targeting key calendar moments to continuously highlight Renault’s innovation-led approach. Patrick Lara, Managing Director at Publicis Conseil, highlighted the importance of balancing bold seasonal relevance with meaningful brand storytelling by inviting Halloween characters to embody the consumer experience. Together, these films brought together brand values, cultural relevance, and entertainment to create a memorable marketing activation in the automotive sector.