Global Samosa: Hyundai launches Smaht Pahk at Super Bowl

Smaht Pahk

Joining hands with Innocean USA and Canvas, Hyundai launched Sonata 2020 at the Super Bowl with a Smaht Pahk spot ft Chris Evans.

In a 60- second Super Bowl spot, Hyundai has launched Sonata 2020. Weighing high on the Boston accent, the ad focusses on the car’s remote parking assist feature called Smaht Pahk. It features actors Chris Evans and John Krasinski, comedian Rachel Dratch, and former Boston Red Sox player David Ortiz. Crafted by Innocean USA and Canvas, this Smaht Pahk spot had aired in the first quarter of the game.

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The ad shows a group of friends sharing a light banter, doubting whether the car would fit inside a tight parking spot. To everyone’s visible astonishment, John Krasinski, to whom the car belongs, illustrates the new feature, successfully parking the car via remote assist.

Sharing his experience of creating the campaign, Ryan Scott, Creative Director, Innocean USA said, “It’s one of the most well-received things I’ve ever been a part of. If you’re going to do a spot like this that’s a play on a regional accent and that’s a tribute to a place, you have to do it for real.”


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