‘The Hawk‘, a Netflix series centered around a golf player on his journey back to the PGA Tour debuted earlier on in the month and the keen eyed car enthusiasts among you would have undoubtedly spotted Genesis‘ involvement in the series! It’s only natural considering the luxury Korean automotive brand is the series’ official automotive partner.
Will Ferrell plays Lonnie Hawkins, the character around whom the show is centered but it was Genesis that has been in the spotlight. The GV70, GV80 and GV80 Coupe all feature via “custom pieces of content” that highlight the 2027 model year vehicles. Lonnie’s son, Lance (Jimmy Tatro) also features in a pivotal scene while behind the wheel of a GV80, listening to ‘Serenity On Wheels.’.
Genesis already have a strong presence in the golf community, sponsoring events like The Genesis Invitational, Presidents Cup and even being the official mobility partner of the PGA Tour! In fact, episode six of ‘The Hawk’ is set during The Genesis Invitational tournament. Jimmy Tatro’s character is also sponsored by the marque, hence the Genesis badged polo.
Genesis are excited about this next step in their journey that has scene the automotive brand fuse entertainment, sport and culture strategically to create content that focuses on brand culture.
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Words by Matthew D’Souza. Media courtesy of Genesis Newsroom.
