Try saying Remote Smart Parking Assist. It’s a mouthful, isn’t it? So Hyundai decided to make it short and memorable. They also threw in a regional accent, and not satisfied with just throwing it in, they made the accent the star. Thus was born “smaht pahk.”
It helped that they got Bostonians Chris Evans, John Krasinski, Rachel Dratch and David Ortiz to entertain us for a whole 60 secs while simultaneously plugging the new feature. You can pahk it and even unpahk it, all with the help of a clickah!
Minute-long Super Bowl commercials often keep the product a secret for a good 45 seconds. Not this ad. They went for it right from the beginning and it worked.
It’s wicked smaht, that’s what it is.