Hyundai Motor America is playing up its technology with a Super Bowl spot assisted by some well-known Bostonians who speak with exaggerated Boston accents.
"Smaht Pahk" (which translates to "Smart Park" for those not from Boston) includes actors Chris Evans and John Krasinski, “Saturday Night Live” alum Rachel Dratch and Boston Red Sox legend David Ortiz.
The 60-second spot will air in the first quarter and was created by agency of record Innocean USA. Canvas coordinated the media buy.
Creative shows Evans outside a coffee shop in the heart of Boston when he notices someone trying to park in a very narrow spot. Dratch walks up and they discuss how there is no way a car can get in that spot.
The first car drives away and the 2020 Sonata appears. The window rolls down, revealing Krasinski at the wheel. He 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.
While Krasinski is commenting on all the iconic Boston places where he’s parked the car, Ortiz, who is in a nearby building, shouts down at the group to ask what's going on, and then hears about Hyundai’s new remote parking technology.
The commercial also includes several Boston “Easter eggs” including “Dirty Water” by the Standells, a song about Boston that plays toward 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, in a release. “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."
Hyundai is launching the first automotive brand campaign on TikTok, where Dratch completes the #onedayafterwatching challenge.
Two well-known Boston-area comedians help take on Hyundai’s Twitter duties during the game: Robert Kelly (@RobertKelly) and Tony Viveiros (@TonyVComic) will respond in real time to fans while adding their own commentary. The pair will also host four segments of “The Hyundai Quartertime Show” that will be filmed, edited and published online throughout the game.
Hyundai is also taking the campaign directly to the city of Boston with a letter of appreciation running in the Boston Globe, local radio buys voiced by Dratch, billboard advertising and targeted social media activities showing Hyundai’s love for Boston’s quirks.