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superbowl 2020 commercial
– hyundai, smaht pahk

Playing on the immediately recognizable Boston accent and natives Chris Evans and Rachel Dratch this spot adds fellow Bostonian John Krasinski in a brand new, self-parking, Hyundai Sonata. The overall implication is to not prejudge the self-parking technology. Branding “smaht pahk” was a unique and innovative move for the campaign and “wicked smart.” Another example of little budget concern but in this case, much more attention was applied to overall strategy and appealing to one of the largest audience demographics (east coast).