Hyundai’s Genesis Is Removing a Helicopter Ad During Super Bowl in Wake of Kobe Bryant Dying

Millions are still reeling over the sudden and tragic death of basketball legend Kobe Bryant and his teenage daughter.

The former Los Angeles Laker passed away this past weekend on Sunday in a helicopter crash in southern California.

In wake of this tragedy, Hyundai’s Genesis is removing the helicopter from its Super Bowl ad. The luxury brand is re-cutting its Super Bowl ad to remove the appearance of a stationary helicopter.

The ad stars Chrissy Teigen and John Legend and premiered on Entertainment Tonight on Tuesday. On Wednesday afternoon, the video had been set to private on YouTube. Teigen and Legend are throwing a going away party for “old luxury,” making way for the “new luxury” of the GV80 SUV. The spot was made with Genesis’ agency, Innocean.

According to a Genesis spokesperson, the brand was re-cutting the ad to remove the stationary helicopter that appeared in the first seconds of the commercial.

“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 what happened Sunday,” said the spokesman.