Experience ADWEEK House at Cannes, June 16-19. We’re celebrating 45 years of reporting with Now and Next—a creative opportunity for brands to define who they are and their future in the industry. Register .
There are times when a concept is so obvious, you have to run with it. Such is the case with Hyundai and its longtime agency Innocean for this year’s Super Bowl. Featuring the new, redesigned 2020 Sonata, the carmaker focuses on one key feature in its ad: Remote Smart Parking Assist. But the shorthand for it is Smart Park.
That word combination led creatives to set the ad in Boston and riff on the city’s unique accent, leaning fully into an ad titled “Smaht Pahk.”
Starring
WORK SMARTER - LEARN, GROW AND BE INSPIRED.
Spring Special
Save 30% Off an ADWEEK Subscription Today!
Already a member? Sign in