Best Automobile Integrated Ad Campaign, Best Mobile Integrated Ad Campaign

We launched the all-new 2020 Sonata during Super Bowl with an eye to its advanced style and technology, particularly the new Remote Smart Parking Assist feature. That feature, when shortened to the colloquial “Smart Park,” and delivered in the uniquely “R-challenged” local accent of Boston, Massachusetts, became the instantly memorable “Smaht Pahk.”

For authenticity, we shot in Boston’s South End, with a celebrity cast originally from the Boston area (John Krasinski, Chris Evans, Rachel Dratch) and a supporting cast of well-known Bostonians, including Bob and Arthur Wahlberg, comedian Tony V. and Red Sox legend David “Big Papi” Ortiz. The spot was directed by Boston area native Bryan Buckley and included numerous Boston “easter eggs,” plus the local sports anthem “Dirty Water” by the Standells.

From there, we went full Boston on social media and Hyundai.com, allowing visitors to toggle the Sonata page to “the Boston Way,” and read all copy in thick Bostonian slang. A pre-game teaser on YouTube cast Rachel Dratch as David Ortiz’s regional dialect coach, and a teaser on TikTok showed her increasingly Bostonian side come out as she returned to the city. On game day, we had Boston comedians take over our Twitter and host a “quartertime show” in a style that was uniquely Boston. And kid, the results have been wicked awesome.

Contributors:

Executive Creative Director :	Barney Goldberg
Group Creative Director:	Jeff Bossin
Group Creative Director:	Ryan Scott
Art Director :	Chris Dyer
Copywriter :	Eddie Babaian
Managing Director, Brand Management :	Sean Gilpin
Head of Production :	Nicolette Spencer
Creative Director :	Lori Martin
Creative Director :	Jamin Duncan
Creative Director :	Scott Muckenthaler

INNOCEAN USA

Location: United States

About the Agency:

Founded in 2009, INNOCEAN Worldwide Americas is headquartered in Huntington Beach, California, with offices in New York, Chicago, and Dallas. With 400 employees, INNOCEAN Worldwide Americas is part of the INNOCEAN Worldwide network and currently serves as lead agency for Hyundai Motor America and Genesis Motor America, as well as partners with KIA Motors America and Hankook Tire.