Home Entertainment Hyundai's Super Bowl 'smaht pahk' ad, featuring Rachel Dratch, Chris Evans

Hyundai’s Super Bowl ‘smaht pahk’ ad, featuring Rachel Dratch, Chris Evans

Hyundai’s 2020 Super Bowl ad, “Smaht Pahk.”

Hyundai

Hyundai’s Super Bowl spot will plug a remote parking assist feature with the help of heavy Boston accents and a slate of celebrities with ties to the city.

The 60-second “Smaht Pahk” spot will feature actors Chris Evans and John Krasinski, comedian Rachel Dratch and former Boston Red Sox player David Ortiz. The ad centers around the company’s “Remote Smart Parking Assist” feature, available on the 2020 Sonata vehicles. The feature lets vehicle owners move the car in and out of tight parking spaces using their key fob without needing to be physically inside the vehicle. Hyundai worked with Innocean USA and Canvas for the spot.

Barney Goldberg, Innocean USA’s executive creative director, told CNBC the company chose to focus on this one feature after narrowing down more than 340 scripts.

“[We’re] not trying to say everything that’s on every car — the Super Bowl audience is there to be entertained,” Goldberg said. “One great point and entertain them is our formula.”

Hyundai’s decision to focus on Boston left some wondering if the company was betting on the New England Patriots landing in the Super Bowl. Goldberg said that wasn’t the case.

“It was all about the accent and really nothing to do with the Patriots,” he said. “It didn’t serve us one way or another if they were in or out.”

Of course, entertainment value isn’t the only thing that matters with the massive audience of the Super Bowl when you’re using it to launch a new car.

“It has a little heavier weight on it this year that it has to drive business metrics,” Hyundai CMO Angela Zepeda told CNBC. “It’s a big investment for a big day.”

The campaign will also include a TikTok challenge, a Twitter takeover on Super Bowl Sunday by Boston comedians Robert Kelly and Tony Viveiros, a letter of appreciation to Boston in the Boston Globe, local radio ads with Dratch, billboard and social media ads.

Watch the other Super Bowl spots that have been released so far here.

Follow @CNBCtech on Twitter for the latest tech and advertising industry news.

.

LEAVE A REPLY

Please enter your comment!
Please enter your name here

This site uses Akismet to reduce spam. Learn how your comment data is processed.

Most Popular

I did not mean that you are “an empty man”

Ahmed Hossam Mido, the former coach of the first football team of the Clearing Egypt club, confirmed that he did not intend to belittle...

Elijah Wood became the first father: Cinema: Culture: Lenta.ru

The star of the Lord of the Rings trilogy Elijah Wood first became a father. It is reported by the Daily Mail.The 39-year-old lover...

Temporary exclusivity in EGS did not stop Metro Exodus from launching successfully on Steam | Games

Metro Exodus sold on Steam with a circulation of 200 thousand copies. This was announced by...

Dollar prices today, Wednesday, February 19, 2020

The dollar exchange rate against the pound continued its decline this evening, Wednesday, February 19, 2020, in its last dealings with official banks, to...

Recent Comments