Genesis Drives Into Comedy With Netflix’s The Hawk

The partnership transcends traditional product placement, weaving the brand into the show’s central conflict. Jimmy Tatro, who plays the protagonist’s son, Lance, interacts with the GV80 throughout the series, describing the integration as a natural extension of his character. The collaboration hits its peak in the sixth episode, which features a dedicated storyline centered on The Genesis Invitational, complete with tournament signage and on-screen branding.

Amy Marentic, chief marketing officer of Genesis Motor America, noted that the move aligns with the brand’s existing heavy investment in golf, including its role as a PGA TOUR partner. For Netflix, the collaboration marks an attempt to push automotive marketing into the realm of entertainment. Magno Herran, Vice President of Global Brand and Partner Marketing at Netflix, credited the project's success to a creative process that involved Ferrell and his production team directly. The campaign, coordinated by Canvas Worldwide and INNOCEAN USA, signals a broader strategy for Genesis to capture attention by blending high-end vehicle showcases with scripted cultural content.