Hyundai will spend 60 seconds Sunday night introducing the country to “smaht pahk.”
In a star-studded, Boston-themed ad that will air during the first quarter of Super Bowl LIV and was released Monday morning, actor John Krasinski introduces the 2020 Hyundai Sonata’s “remote smart parking assist” feature as fellow celebrities Rachel Dratch, Chris Evans and David Ortiz look on.
Naturally, there’s also plenty of Boston banter along the way.
Barney Goldberg of INNOCEAN USA, the advertising agency that produced the spot, told USA TODAY Sports that the agency and Hyundai went through 344 scripts for the ad before landing on this one.
“We had a writer who has Boston roots, and he started saying ‘smart park’ in a Boston way, which would be more like ‘smaht pahk,'” said Goldberg, who is INNOCEAN’s executive creative director. “That became the beginning of the idea.”
Here’s Hyundai’s full Super Bowl LIV commercial: