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Hyundai Smah Pahk

Hyundai released its 60-second Big Game 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.

One of the best executed Super Bowl campaigns I have seen in a while!

Hyundai Goes Boston

Using the new Smart Park feature on the new Hyundai Sonata gave us the opportunity to give not only the car but this feature a whole new award winning personality. We were able to give this Super Bowl campaign a, “Bostian Accent.” With this humor we were able to use it through out the website as well so the users got a 360 experience.
Remote Smart Parking Assist was difficult to say and remember, but a truncated ‘Smaht Pahk’ 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.

The ad has a combined view total of 55.2 million views across YouTube, Facebook and Twitter

With more than 42 million views on YouTube alone, Hyundai’s ad is currently one of the most watched Big Game commercials on the platform. The ad has a combined view total of 55.2 million views across YouTube, Facebook and Twitter. In addition, “Smaht Pahk” was a hot topic of conversation on social media with more than 43,000 mentions. In fact, Hyundai was named Twitter Brand Bowl’s “12th Player” for the best real time engagement and was one of the top 20 trending topics on Twitter on the day of the Big Game.

  • Forbes listed “Smaht Pahk” as one of “The Very Best Ads Of The Super Bowl”
  • Ad Age listed “Smaht Pahk” in the “Top 10 Super Bowl Commercials by Digital Share of Voice”
  • AdWeek listed “Smaht Pahk” as one of the “10 Best Super Bowl Commercials of 2020”
  • Associated Press ranked Hyundai as a top ad
  • Yahoo! Sports gave “Smaht Pahk” a “Grade: A”

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