Hyundai's New Super Bowl Commercial Is Brilliant


And wicked smaht.

Hyundai has become an auto industry design powerhouse, a reality that may still sound hard to believe for those of us who remember the South Korean company's bland econobox styling. But that's all in the past. Hyundai is also moving forward at rapid speed with advanced new driver-assist technologies. Remote Smart Parking Assist is one of them, and what better way to demonstrate this impressive tech to the world by way of a new Super Bowl commercial.

Enlisting the talent of Boston native celebrities Rachel Dratch, Chris Evans, and John Krasinski, a 2020 Hyundai Sonata is another star of the commercial. Dratch and Evans are shown standing on a curb watching an anonymous driver realize he can't properly maneuver to fit in a tight parking spot. Then Krasinski pulls up in the Sonata, utterly confident he can "pahk the cah." Warning: a heavy dose of Boston accents is coming your way.

Hyundai/YouTube Hyundai/YouTube Hyundai/YouTube

Following Krasinski's successful parking job (with the car's help), the actors discuss all the places in the Boston area where you can use the Smart Park (okay, Smaht Pahk). Finally, retired Boston Red Sox first baseman David "Big Papi" Ortiz appears from a building window above commenting the technology is "wicked smaht." His Boston accent isn't bad considering he's originally from the Dominican Republic.

How did Hyundai come up with a seemingly random way of advertising this new system?

A statement from Angela Zepeda, chief marketing officer of Hyundai Motor America, clarifies things: "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." Very clever.

Hyundai Hyundai/YouTube Hyundai/YouTube

Smaht Pahk (hey, it's working!) is also available on the Hyundai Nexo. This system allows the car to park itself without the need for a driver to be inside the vehicle. Drivers can also use the system to back the car out of a parking spot. Just push a button on the key fob and you're all set. It's wicked smaht.

Hyundai Hyundai Hyundai Hyundai

Join The Discussion



Related Cars

To Top