Genesis, 21 Seeds Tequila, Stop & Shop and Six More Brand Moves

Our Sales Leads column discusses the latest brand and media agency initiatives. View past columns in the archives here.

• Genesis

Genesis, the luxury vehicle brand of vehicle manufacturer Hyundai Motor Company, announced its latest U.S. national advertising campaign, “Pull in Imagination”, a visually rich and emotionally resonant story centered around the 2026 Genesis GV80 SUV. The campaign debuted on August 9, nationally across television, streaming, and social media platforms through Oct. 31. The “Pull in Imagination” marketing campaign was developed in collaboration with Genesis’ agency of record, INNOCEAN USA.
“Our latest campaign is a celebration of the imagination and creativity our products can inspire in today’s families,” said Amy Marentic, chief marketing officer, Genesis Motor America. “GV80 is thoughtfully crafted to be more than just an SUV with exceptional comfort and leading safety; it’s a space where families can connect, explore, and dream together. With its refined design and thoughtful utility, GV80 supports the evolving needs of modern family life while delivering moments of joy and discovery.”Directed by the duo of Julien and Quentin, the campaign opens on a young child who discovers she can physically pull a rainbow from the sky, anchoring it to the GV80 and filling the vehicle’s interior with vibrant color. As she draws each hue into the cabin, GV80’s spacious design, third-row seating, and customizable Mood Curator lighting system are brought to life in a magical, family-friendly setting.
“In a category filled with legacy marketing thinking — familiar tropes and concepts — we continue to look for fresh ideas, bold approaches, and extremely well-crafted executions,” says Jason Sperling, chief creative officer of INNOCEAN USA. “Whether we’re challenging outdated thinking or redefining vehicle space through imagination rather than utility, Genesis is carving out a luxury ethos that’s inclusive, warm, and welcoming — even to families with young kids. It’s new luxury without the velvet rope or baggage of old brands.”
“Pull in Imagination” is the third installment in the brand’s “New Beginnings” platform, following the brand’s “Blank Canvas” and “No Old Thinking” campaigns launched in the first half of 2025. The new spot continues Genesis’ mission to reimagine luxury through creativity, emotional storytelling, and cultural relevance.
The campaign’s launch coincides with the upcoming release of “Freakier Friday,” a major motion picture that features the Genesis GV60 and GV80 SUVs in a prominent product integration. Together, the campaign and film placement reinforce Genesis’ growing presence in culture and entertainment, while highlighting the GV80’s appeal to a broader, family-oriented audience.

• 21 Seeds Tequila

21 Seeds Tequila,, the  infused tequila brand owned by Diageo, is  reintroducing itself with its new campaign and brand platform, “Flavor, For Real.” The new, flavor-focused platform brings to life 21SEEDS’ signature portfolio of tequilas infused with the juice of real fruit. The new creative assets will be rolling out across digital platforms, social media and in-store displays nationwide. “‘Flavor, For Real’ is more than a tagline – it’s an unapologetic declaration of what sets 21SEEDS apart,” said Megan Green, Brand Manager of 21SEEDS. “We infuse our tequila with the juice of real fruit, and that commitment to realness is at the heart of who we are. As the category evolves, it is the opportune time to boldly reintroduce ourselves and our award-winning flavors that make easy, delicious, high-quality cocktails like the ever-popular margarita.” 21SEEDS Infused Tequila is a super-premium blanco tequila, crafted and bottled in Mexico through meticulous double distillation and cold filtering. 21Seeds is produced at the renowned distillery Casa Maestri, creating a flavor forward, infused, smooth-sipping tequila. The result is a flavor-packed tequila that can help you mix a margarita in under 60 seconds, because a delicious 21SEEDS cocktail brings you effortless flavor without the fuss of extra mixers, muddling and ingredients. To bring “Flavor, For Real” to life, 21SEEDS collaborated with GALE to create a bold visual world and platform that will live across all assets, activations, imagery, and videos that deliver an expressive celebration of flavor. The flavor-forward content reflects the vibrancy and beloved taste of 21SEEDS’ liquid.

The 21SEEDS ‘Flavor, For Real’ new brand world and campaign can be seen on platforms like Meta and YouTube, across digital publications and the brand’s official Instagram profile @21seeds. Additionally, 21SEEDS is debuting an in-store partnership across retail locations with likeminded, modern soda brand poppi,  which was acquired by Pepsi ealier this year. Together, the brands offer a deliciously simple two-ingredient solution for America’s favorite cocktail, the margarita with poppi-Seed Sparkling Margaritas.
NOTE: Tracy Doyle, SVP, Brands in Culture, Diageo North America, will be one of the brand leaders participating in Portada Live, NYC hosted by Horizon Media on September 18.

• Inter

Financial super app Inter’s CMO Kaio Philipe tells Portada in an interview today  that he is evaluating taking his sponsorship strategy beyond soccer in the future. “Diversification is needed”, he says. Sports leagues like the NFL, NBA, or MLB offer the opportunity to connect with other audiences, including Asian, Latinos, and Caribbean (Baseball, MLB). NFL, (American in general)  and younger audiences (basketball, NBA).  Philipe tells Portada that he is happy with Inter’s soccer investments; Inter sponsors four clubs in Latin America and is the owner of the stadium naming rights of the MLS’ Orlando SC.

• Stop & Shop

 Stop & Shop, the neighborhood grocer, is rolling out a bold new brand campaign, “Good Things Are in Store”, developed in partnership with independent creative agency Curiosity. The integrated campaign marks Stop & Shop’s first major work with Curiosity since the agency won the business in May 2024. At the heart of the campaign is Justin – a hyper-enthusiastic store associate who takes pride in sharing all the ways Stop & Shop is delivering more value to customers. Whether he’s filming the commercials during his break, singing about weekly deals and harmonizing with customers, or tallying the 10,000+ sale items in store (he counts them. Every Friday.), Justin is the embodiment of the brand’s commitment to being a go-to destination for savings, quality, and convenience. The campaign will run across the brand’s Northeast footprint of Massachusetts, New York, New Jersey, Rhode Island, and Connecticut, across mixed media including TV, CTV, radio, digital media, online videos, and paid social. In-store extensions will connect the campaign to customers’ real-world shopping trips, supported by placements in Stop & Shop’s owned channels, including Savory magazine, and its weekly circular. “When our customers walk into our stores, we want them to immediately feel that their feedback has been heard, and that they are getting great deals by choosing to shop with us. Rebuilding this customer trust takes time, and we are committed to earning it one trip, one cart, and one conversation at a time,” said Karen Mitchell, Chief Marketing Officer at Stop & Shop. “This campaign is a fresh, authentic way to show how we’re evolving – offering better value, quality products and a broad assortment, and a shopping experience that feels both reliable and welcoming. Justin brings this to life in a way that is fun, memorable, and unequivocally Stop & Shop.”

• Dairy Queen

Dairy Queen has hired Colle McVoy as its creative agency of record—an appointment that comes after the agency ended as a runner-up in the restaurant chain’s pitch process last summer.

Find out about Portada Live events planned for 2025. Portada Live events are highly curated events. Their agenda is designed to maximize knowledge-sharing and networking between top brand marketing, media agencies, and media executives. To learn about thought leadership and networking solutions at Portada Live and Portada digital media offerings, please get in touch with Sales Director Irma Gutierrez at [email protected]

• Open AI

OpenAI has appointed PHD, part of Omnicom Media Group, as its global media agency of record, a significant step in the company’s expanding marketing strategy and a clear signal of its intent to invest heavily in brand growth worldwide. Furthermore, this is OpenAI’s first global media AOR engagement, signaling a shift from in-house efforts to formal agency-led global media planning and buying. It also comes at a time when OpenAI is accelerating its consumer marketing investment. “We can confirm that PHD has been named global media AOR for OpenAI,” an agency spokesperson said in a statement. “We look forward to sharing more work coming out of the partnership in the near future.“ 

• GORE-TEX

The Mediaplus Group and its subsidiary Mediascale have been appointed to lead strategy, planning, and media buying across EMEA and the US. Their approach combines full-funnel data intelligence with an in-depth understanding of the brand, its audiences, and its product ecosystem. in partnership with its Cologne-based agency subsidiary Mediascale, Mediaplus is now taking on responsibility for the GORE-TEX Brand’s media account across EMEA and North America. In a multi-stage selection process – supported by auditor Flock Associates – the Cologne-based team beat out nine other contenders. The scope of work includes media strategy, planning, and buying. “We were looking for an international partner who not only brings digital excellence to the table, but also truly understands the apparel segment and our global B2B2C approach with all its unique challenges,” says Achim Ewers zum Rode, Global CMO of the GORE-TEX Brand. Michael S. Adams, Regional Marketing Leader Americas for the GORE-TEX Brand, adds: “The U.S. market presents unique challenges – from highly fragmented audiences to regionally diverse consumer behavior. This makes it important to work with a partner who understands our complex structure while delivering data-driven excellence.”

• Jamaica Tourism Board

The Jamaica Tourist Board (JTB) has officially launched its new advertising campaign featuring legendary sprinter Usain Bolt, who was recently appointed Jamaica’s Global Tourism Ambassador. In celebration of Jamaica’s Independence Day, the campaign debuted last week with a 30-second video spot that is now airing across digital platforms. In the spot, the world-renowned sprinter reflects on how his upbringing in Jamaica –from the hills of Trelawny to global stardom – has shaped every step of his journey. He highlights the country’s energy, resilience, and rhythm, inviting travelers to experience the island through its people, culture, and landscapes, eTurboNews  reports.