#United States #Fountain Valley #Genesis #Will Ferrell #The Hawk

Genesis Partners with Netflix's 'The Hawk'

Genesis is ushering in an exciting collaboration with Netflix as the official U.S. automotive partner for the highly anticipated comedy series, The Hawk, starring renowned actors Will Ferrell and Jimmy Tatro. This new partnership not only features Genesis vehicles prominently but also presents a unique opportunity for brand integration into the world of sports and entertainment.

The series is set to premiere on July 16, 2026, and follows the story of Lonnie Hawkins, portrayed by Will Ferrell. Hawkins is a former top golfer attempting to regain his status on the PGA Tour, while navigating both personal and professional challenges. The integration of Genesis vehicles is designed to create a bridge between the audience's love for golf and the luxury and performance that Genesis represents. The series will specifically spotlight models like the 2027 Genesis GV80, GV80 Coupe, and GV70, introducing viewers to the vehicles while building a narrative that resonates with fans.

Amy Marentic, the Chief Marketing Officer at Genesis, emphasized the brand’s dedication to golf and the values it shares with the sport. She stated, “Our passion for golf runs deep—it's a game that reflects many of our principles, including precision and the relentless pursuit of excellence.” Through this partnership, Genesis is eager to connect with golf enthusiasts as they celebrate their shared love for the sport.

Building on an already strong presence within the golf community—Genesis is a title sponsor for events like the Genesis Invitational and an official partner of the PGA TOUR—the partnership with The Hawk represents an exciting leap forward in brand awareness. The show will feature a storyline centered around Genesis’ Invitational tournament, including branded elements and direct mentions of Genesis vehicles throughout the episodes. This strategy not only enhances the viewing experience but also further integrates Genesis into the ongoing cultural dialogue surrounding golf.

Jimmy Tatro, who plays Lance, Lonnie's son, expressed his excitement about the partnership, stating, “My character in The Hawk is sponsored by Genesis, and I genuinely love the GV80.” This affinity for the product adds authenticity to the integration, making it feel like a natural part of the storyline.

Magno Herran, Vice President of Global Brand and Partner Marketing at Netflix, shared insights into the collaborative process between Genesis and Netflix, highlighting the unique approach taken to merge brand marketing with creative storytelling. By involving both Will Ferrell and his team in the creative phase, the partnership aims to push the envelope, allowing Genesis to venture beyond traditional marketing avenues and engage with a broader demographic.

At its core, this collaboration illustrates a trend towards holistic marketing that combines entertainment, sport, and culture, leading to immersive brand experiences that extend past mere product placements. Genesis aims to create lasting emotional connections with audiences while also reflecting its commitment to superior automotive design and performance.

The upcoming series The Hawk unfolds the narrative of Lonnie Hawkins as he grapples with his waning career, seeking to regain his former glory in golf with one last chance at a major title. The story weaves through personal sacrifices and familial relationships while showcasing the luxury and comfort of Genesis vehicles, enriching the emotional landscape of the series.

In conclusion, with its presence in The Hawk, Genesis is not just showcasing its sophisticated range of automotive products but is also integrating itself into the cultural fabric of sports and entertainment. Viewers can look forward to tuning into Netflix on July 16 and witnessing how the partnership unfolds in this charming yet comedic narrative, reminding us that the journey to greatness is as important as the victory itself.

For more on Genesis and its vehicle lineup, visit Genesis.com.