The 2020 Sonata was positioned as a tech-forward and stylish sedan. To demonstrate its technology, we concentrated on perhaps the most impressive feature in its mighty arsenal: Remote Smart Parking Assist, or Smart Park. Demonstrating a feature in the confines of a commercial is always a challenge, but we also needed a story entertaining enough to break through the clutter on advertising's biggest stage.
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."