Translated “Smart Park”
2020 had it’s moments. This commercial being one of them.
Filmed in the South End of Boston, it opens with Sudbury-bred movie star Chris Evans greeting Rachel Dratch, a Lexington native and former “Saturday Night Live” cast member, as they watch a driver and passenger fail to park in a narrow parking spot.
John Krasinski pulls up to showcase the new Smart Park Technology on the new Hyundai Sonata to do the seemingly impossible. He amazes his friends, along with Boston Red Sox legend David Ortiz.
Every time I watch this spot I smile.
“Using the Boston accent as our creative hook was something that quickly became a favorite during the creative development process, Remote Smart Parking Assist was difficult to say and remember, but a truncated ‘Smaht Pahk’ caught on when one of our creatives said it in a Boston accent. We thought it was a fun, charming and memorable way to tell people about this incredible new technology using one of America’s most-recognized and beloved regional accents.”
Below is one of my favourite commercials: