FOUNTAIN VALLEY, Calif., July 16, 2026 — From course to screen, Genesis serves as the official U.S. auto partner for Netflix’s “The Hawk,” streaming July 16 only on Netflix and starring Will Ferrell as Lonnie Hawkins, who is making his journey back to the PGA TOUR. As part of the partnership, Genesis vehicles are featured in the series and custom pieces of content highlight the 2027 Genesis GV80, a vehicle that welcomes Lonnie Hawkins’ son, Lance, played by Jimmy Tatro, to "Serenity On Wheels."

“At Genesis, our passion for golf runs deep — it’s a game that reflects many of the values we hold as a brand, including precision and the relentless pursuit of excellence,” said Amy Marentic, chief marketing officer of Genesis Motor America. “Through our sponsorship of world-class tournaments like the Genesis Invitational and Presidents Cup, we connect with fans in a meaningful way by celebrating a shared love for the game. Our partnership with ‘The Hawk’ represents a further opportunity to connect with fans and grow brand awareness while building lasting emotional connections with golf audiences around the world.”

Building on its established presence in the golf community, including title sponsor of The Genesis Invitational and official automotive and mobility partner of the PGA TOUR, the brand’s inclusion in “The Hawk” reflects a consistent connection to the sport and the type of deeper brand integrations it continues to build.

Episode 6 features a dedicated storyline centered on The Genesis Invitational tournament with scenes that include branded set elements and tournament signage, along with verbal mentions during the broadcast. Genesis vehicles are also integrated throughout the episode, appearing on display across key tournament moments.

“My character in The Hawk, Lance, is sponsored by Genesis, and I genuinely love the GV80,” said Jimmy Tatro. “So, the whole partnership felt very natural, almost like an extension of the show.”

“Working with Genesis to unlock a new creative point of view for the brand was a really fun project to partner on. We even got Will Ferrell and his team involved in the creative process,” said Magno Herran, Vice President of Global Brand and Partner Marketing, Netflix. “At the end of the day, I love seeing a brand push beyond its usual comfort levels to play in the world of entertainment, and Genesis saw value in partnering with Netflix to attract new brand fans.”

Genesis’ involvement in “The Hawk” underscores a shift toward holistic marketing that blends entertainment, sport and culture through layered content and strategic integrations, creating more immersive brand experiences that extend beyond the screen and into ongoing cultural engagement.

About Netflix’s “The Hawk”

Lonnie Hawkins, (Will Ferrell) 2004’s number one golfer, struggles on the back nine of his career to recapture his magic. His body says retire, but his heart says he’s not done yet. His ex-wife and his son Lance, golf’s new golden boy, know he’s through. But with one more major to win to complete golf’s Grand Slam, Lonnie refuses to believe he’s anything other than one stroke away from the greatest comeback in golf history.

“The Hawk” premieres on July 16, only on Netflix.

The comprehensive partnership was in coordination between Genesis' media agency Canvas Worldwide, Netflix's in-house Brand Creative Studio and INNOCEAN USA.

For more information on Genesis and its entire lineup of vehicles, visit www.genesis.com.

From his early days in a rock band to collaborating with famed artists like Hyoshin Park and IU, one of Jung’s latest gigs was to compose the TV commercial background music for the redesigned G80. 

During a recent interview at the Genesis Lounge in central Seoul, Jung shared insights about his creative journey and sources of musical inspiration. 

How does it feel to see your international reputation soar due to the success of "Parasite" and "Squid Game"? 

I still can’t believe [the “Parasite”] won the Academy Award. But full credit goes to the directors. My job was to simply discover the most fitting musical language. The success of these works has luckily given me a lot of opportunities, such as [my first album with the British record label] Decca, and a chance [to collaborate] with the Seoul Philharmonic Orchestra. It’s like I’ve opened a new chapter in my career. 

When you released your first album last year, “List,” you said you wanted to take on new challenges. What has the past year been like for you? 

I fortunately had numerous opportunities to collaborate with the classical music industry, such as the London Symphony Orchestra, of which I have over 300 album CDs at home. Despite classical music not being my field of expertise, I also collaborated with the Seoul Philharmonic Orchestra. These experiences have broadened my perspective toward neo-classical music and orchestras, sparking a desire to delve deeper and expand my knowledge in these areas. This newfound interest has been the most significant shift for me in the last year. 

You recently worked on the music for the G80 commercial. Was it your first venture into ad music?

I've been doing different advertisements since my 20s, but I think this was the first time working on such a large-scale ad encompassing a 30-second and 60-second USP [unique selling proposition]. 

How was it compared to your previous works? 

I’m the type of person who finds composing four-minute K-pop songs challenging because I feel they’re too short [for my creative process]. But with this ad, I had to condense everything into less than a minute, so the process required a much more detailed approach. Longer pieces usually give me the freedom to improvise, but with shorter ones, every little detail is important, from the choice of an instrument to the placement of each note. 

Watching the ad, the latter half seemed to have a different vibe from the first. 

I tried to focus more on [the G80’s] performance and design with the first part, and then emphasize the quietness and coziness of the interior for the latter, highlighting a sense of comfort. 

I heard you’re currently test-driving the G80. 

I’m not used to driving luxury cars, but I was immediately struck by the serene silence and comfort of the ride. The driving experience of the G80 is completely different from that of my own car, especially on the highway. Music sounds fantastic in the G80, and the picturesque scenery passing by makes me feel like I’m in some sort of a music video. 

In a previous interview, you once expressed hope that your Korea-inspired music would spread globally. “Distinctly Korean” is actually a core part of the Genesis DNA. 

From a young age, I’ve been passionate about traditional arts, particularly traditional music. This passion stems not from my Korean nationality, but from my sheer appreciation for the beauty of Korean art and culture. Over time, traditional music naturally made its way into my soul and music. It’s not that I have some grand mission to promote Korean culture across the world. The beautiful language that permeated within me is just unwittingly expressing itself.