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We launched the all-new 2020 Sonata on Super Bowl Sunday with an eye to its advanced style and technology, particularly the new Remote Smart Parking Assist feature. That feature, when delivered in the colloquial style of Boston, Massachusetts, became the instantly memorable “Smaht Pahk.”
The Boston-themed spot, directed by area native Bryan Buckley, featured a celebrity cast of homegrown Boston celebrities (John Krasinski, Chris Evans, Rachel Dratch,) and a supporting cast of well-known Bostonians including Red Sox legend David “Big Papi” Ortiz.
It didn’t take long for the phrase “Smaht Pahk” to catch on and the results were wicked memorable too, with the commercial ranking #2 on the USA Today Ad Meter, racking up over 58 million views across all channels, 3,400+ press stories, 2.1 million visits to Hyundai.com and 6,982% increase in traffic for Hyundai on Edmunds.com. Ace Metrix also ranked “Smaht Pahk” its “highest scoring Super Bowl Ad of all time,” as well as #1 Most Attention Grabbing and “#1 Best Overall Super Bowl Ad.”