While teasing that “old luxury” had a good run, the minute-long ad originally opened with fancy partygoers arriving in front of a mansion in their over-the-top rides, including a carriage and a helicopter. But the latter vehicle has since been edited out of the opening scene after a tragic helicopter accident in Calabasas, Calif., killed NBA icon Kobe Bryant, his 13-year-old daughter Gianna “Gigi” Bryant, and seven other passengers on Sunday.
“Today we re-cut our Super Bowl ad, to remove a stationary helicopter that was in the opening two seconds of the commercial,” a Genesis spokesperson told USA Today in a statement. “The ad had been filmed, produced, and delivered well before Sunday’s tragedy, so we took down the spot out of compassion and sensitivity to the families.”
This isn’t the only Super Bowl LIV commercial to be edited in the wake of the Los Angeles Lakers legend’s sudden passing: Hard Rock also tweaked their ad starring fellow NBA legend Kareem Abdul-Jabbar. “Given the news, we immediately made the decision to remove scenes including Kareem Abdul-Jabbar that could be considered insensitive,” the company said in a statement obtained by AdAge. The commercial, directed by Michael Bay, also featured Super Bowl halftime show co-headliner Jennifer Lopez, her fiancé Alex Rodriguez, Pitbull and DJ Khaled.
Additionally, General Motors decided to hold off on releasing its full ad featuring NBA giant and current Lakers forward LeBron James, who was left “heartbroken and devastated” after losing someone he considered a brother, according to his Instagram tribute to Bryant. “Out of respect for this week’s news and all those involved, we are holding the full ad until game day,” the company’s spokesperson told AdAge.
Check out the edited Super Bowl LIV commercial for Genesis’ first SUV below.