Hyundai’s automated parking feature goes by the name of Remote Smart Parking Assist. But in Boston, it’s “smaht pahk.”
That is the premise of the automaker’s celebrity-filled Super Bowl ad. The spot, which was released today, uses the city’s notorious accent to make the four-word feature a little more memorable to buyers who are bombarded with ad messages about technical bells and whistles that fill nearly every car these days.
The ad is by Innocean and will run as a 60-second spot in the game’s first quarter. It plugs the 2020 Sonata sedan and features four celebrities with links to Boston: Actors Chris Evans and John Krasinski, “Saturday Night Live “alum Rachel Dratch and Boston Red Sox legend David Ortiz. Krasinski is shown using “smaht pahk” to squeeze into a tight space as Evans and Dratch deliver a Bostonesque play-by-play, including rattling off the names of Boston landmarks and towns as only a native would—like Boston “Gahden” and the Boston “Hahbah.”