The Drum Awards Festival - Extended Deadline

-d -h -min -sec

Client: Hyundai
Date: Jan 2020
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Hyundai’s Super Bowl commercial will have a decidedly New England flair, even if the game will not. The auto brand is returning to the big game for the 12th time in the last 13 years and it’s featuring a bunch of Boston-bred stars doing their best Beantown accents.

The 60-second spot, led creatively by Innocean USA, will run in the first quarter of the game and will feature Boston celebs Chris Evans, John Krasinski, Saturday Night Live alum Rachel Dratch and Boston Red Sox legend David ‘Big Papi’ Ortiz.

The name of Hyundai’s new feature is Remote Smart Parking Assist, which in the spot becomes 'smaht pahk'.

The concept of the spot is that Evans and Dratch are on the street watching a guy try to park in a really tight spot and it doesn’t work out for the guy and they start saying things like ‘look at this pahk job’, and ‘he’s nevah gonna fit that cah in there.’

The driver eventually gives up and leaves, then Krasinski pulls up in a new Sonata and he says “look at these troublemakahs”.

Krasinski goes on to show the advantages of Smart Park, including that it can get in and out of tight parking spaces with the click of a button.


Innocean USA