Hyundai: “Smaht Pahk”
Boston celebrities with thick accents show off a car that parks itself, in Super Bowl LIV.
- Brand
- Hyundai
- Year
- 2020
- Agency
- Innocean
- Category
- Cars
Chris Evans, John Krasinski and Rachel Dratch play old friends from Boston, and almost every word comes out in a strong local accent. Krasinski is showing off his new car's feature, "Smaht Pahk", which lets it slide into a tiny space on its own while the driver stands outside. Baseball legend David Ortiz turns up at the end.
The 2020 Super Bowl ad by Innocean for the Hyundai Sonata is built around one simple joke: the accent. Repeating "smart park" in Boston English made the feature impossible to forget and gave the internet plenty of quotes to share.
It is a good example of a technical feature, remote parking, explained through comedy and local pride instead of specifications. It was one of the best-rated ads of that year's Super Bowl.
Watch the full ad on YouTube
Could you recognise it with the logo hidden? This ad is one of 129 famous commercials in Guess the Ad.
Play Guess the AdMore stories
- Volkswagen — “The Force”2011 · A tiny Darth Vader tries to use the Force on everything in the house, until a Volkswagen Passat seems to answer.
- Volvo — “The Epic Split feat. Van Damme”2013 · Jean-Claude Van Damme does the splits between two reversing trucks, to show how precise Volvo's steering is.
- Honda — “Cog”2003 · A chain reaction made only from the parts of a Honda Accord, filmed without computer effects.