Genesis did the right thing.
With Super Bowl LIV just days away, the commencing NFL festivities in Miami are upon us while major brands are gearing up to premiere their latest advertisements for millions football to view upon their set air times. In wake the passing Kobe and Gianna Bryant and nine others in the tragic helicopter accident that took place this past Sunday, one company, Genesis automobiles, is adjusting their Super Bowl commercial to eliminate a helicopter scene. 
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In the commercial starring the A-list couple John Legend and Chrissy Teigen, the famed twosome attends a gaudy gathering filled with ‘old luxury’ stereotypes. Displeased with their presence at the event, the Grammy Award-winning artist and his model counterpart introduce Genesis’ latest luxury SUV and ditch the party, but not before John Legend forces Teigen to present him with the magic words, “Sexiest Man Alive.”
This ad marks Genesis’ first-ever Super Bowl commercial set to air during the second quarter the championship game between the Kansas City Chiefs and San Francisco 49ers. In a statement reported by the company’s spokesperson to USA Today, Genesis reveals their decision to remove the helicopter scene from the minute-long ad stating:
“Today we re-cut our Super Bowl ad, to remove a stationary helicopter that was in the opening two seconds the commercial. The ad had been filmed, produced and delivered well before Sunday’s tragedy, so we took down the spot out compassion and sensitivity to the families.”
This act compassion and consciousness towards the millions affected by the loss Kobe, his 13-year-old daughter, and the additional passengers on board, could help boost Genesis’ stock who is a subsidiary Hyundai.
Check out Genesis’ Super Bowl commercial starring Chrissy Teigen and John Legend below and tune into Super Bowl LIV this Sunday, Feb. 2, at 6:30 P.M. EST on FOX.