It’s the big game. Use the big stars. And most importantly, be funny.
Using four of Boston's most beloved celebrities, John Krasinski, Chris Evans, Rachel Dratch and David "Big Papi" Ortiz, we leaned into the iconic Boston accent. And overnight, Smart Park became "Smaht Pahk." Through humor and witty dialogue, we got all of America actually having fun saying the name of the Sonata's feature. And the fun didn't stop there; it extended into social and even HyundaiUSA.com - where shoppers could learn about the 2020 Hyundai Sonata the "Boston way."