TV Commercial Review
Memorable
Effective
Style
Heart or Humor
Execution
Good
Hyundai unveiled its 2020 Super Bowl TV Commercial featuring the beloved Boston accent and starring Boston celebrities Chris Evans, John Krasinski, Saturday Night Live alum Rachel Dratch and Boston Red Sox legend David Ortiz. The commercial, “Smaht Pahk,” will air in a prime first-quarter time slot and showcase the Remote Smart Parking Assist feature on the all-new 2020 Sonata.
In the ad, Chris Evans is outside a coffee shop in the heart of Boston and notices someone trying to park in a very narrow spot. Comedienne Rachel Dratch walks up and they discuss, in a way only true Bostonians can, how there is no way a car can get in that spot.
The first car drives away and suddenly an all-new 2020 Sonata appears. The window rolls down revealing John Krasinski at the wheel. He sees Chris and Rachel and in perfect Boston accents they talk about this impossible park job. John gets out of the Sonata and showcases Hyundai’s “Smaht Pahk” technology that remotely moves the vehicle into and out of the tight parking spot with ease. While he is commenting on all of the iconic Boston places he’s parked the car, David Ortiz, who is in a nearby building, unexpectedly opens a window and shouts down at the group to ask what is going on, before also finding out about Hyundai’s new remote parking technology.
The commercial also includes several Boston “Easter eggs” for viewers paying close attention, including the well-known Boston song “Dirty Water” by the Standells that plays towards the end of the spot.
“Using the Boston accent as our creative hook was something that quickly became a favorite during the creative development process,” said Angela Zepeda, CMO, Hyundai Motor America. “Remote Smart Parking Assist was difficult to say and remember, but a truncated ‘Smaht Pahk’ caught on when one of our creatives said it in a Boston accent. We thought it was a fun, charming and memorable way to tell people about this incredible new technology using one of America’s most-recognized and beloved regional accents.”
“It’s a common construct for Big Game commercials to avoid the product for 45 seconds, then slip in a mention,” said Barney Goldberg, INNOCEAN USA’s executive creative director. “We took the opposite approach and feel the ad is stronger—and funnier—for it.”
Credits: “Smaht Pahk”
Client: Hyundai Motor America
Agency: INNOCEAN USA
Production: Hungry Man
Editorial: Cabin
Sound Design & Mix: Lime Sound Design
Color Correction & Finishing: Company 3 / Arsenal VFX
VO Record Studio: NightBird Studios
Hyundai Motor America
Chief Executive Officer: Jose Munoz
Chief Operating Officer: Brian Smith
Chief Marketing Officer: Angela Zepeda
Director of Marketing Communications: Paul Imhoff
Sr. Group Manager of Brand Marketing and Advertising: Monique Kumpis
INNOCEAN USA
Chief Executive Officer: Steve Jun
Executive Creative Director: Barney Goldberg
SVP, Managing Director: Sean Gilpin
SVP, Media: Ben Gogley
VP, Group Brand Director: Mike Braue
VP, Head of Production: Nicolette Spencer
VP, Group Creative Directors: Jeff Bossin, Ryan Scott
Brand Director: Bryan DiBiagio
Art Director: Chris Dyer
Copywriter: Eddie Babaian
Senior Content Producer: Melissa Moore
Content Producer: Devondra Dominguez
Brand Manager: Christy Butler
Director of Product Information: Brian Bittker
Production Information Specialist: Charlie Ashby
Strategy Director: Zach Reusing
Director, Media: Sean Gilpin
Director, Business Affairs: Jana Nauman
Business Affairs Manager: Sheila Barrand
Broadcast Traffic Supervisor: Theresa Artaserse
Broadcast Traffic Manager: Christy Powers
Project Management Supervisor: Suzanne Cheng
Project Manager: Quinlan Sparks
Public Relations Director: David Thalberg
Production: Hungry Man
Director: Bryan Buckley
DP: Par Ekberg
Managing Partner: Mino Jarjoura
Executive Producer: Dan Duffy
Producer: Matt Lefebvre
Production Manager: Adam Whaley Tobin
Casting Agent: Boston Casting
Editorial: Cabin
Managing Partner: Carr Shilling
Executive Producer: Remy Foxx
Producer: Michelle Dorsch
Editor: Chan Hatcher
Assistant Editor: Nick Deliberto
Sound/Mix: Lime Studios
Senior Mix Engineer: Loren Silber
Sound Designer: Michael Anastasi
Executive Producer: Susie Boyajan
Color: Company 3
Color Producer: Gabe Wakeman
Senior Colorist: Dave Hussey
VFX: Arsenal Creative
Managing Partner: Mark Leiss
Creative Director: Chris Noellert
Executive Producer: Cortney Haile
Producer: Esther Minister
VO Record: NightBird Studios
VO Record Engineer: Mike Gaydusek
