WISH I’D MADE THIS: #1. Hyundai Smaht Pahk
Recently, a mate reminded me of this gem from Super Bowl Past. (Thanks Cory.)
Why I rate it:
Infinitely watchable
You can watch it over and over (and over) and it loses precisely none of its enjoyment.
Loads of commercials rely on a twist or gag set-up that’s no fun after you’ve seen it once. But watching three Boston-born celebs embrace their accent is entertaining as heck, with no wear-out. The script is *chef’s kiss* perfection.
The memorable part is the goddamn product
Not only did they turn Remote Smart Parking Assist into something catchy, but the name is…the idea.
As Barney Goldberg, Innocean USA’s Executive CD puts it:
It’s a common construct for Big Game commercials to avoid the product for 45 seconds, then slip in a mention. We took the opposite approach and feel the ad is stronger – and funnier – for it.
This is gold for any brand, but incredibly rare because it’s insanely difficult to do. But it meant viewers weren’t talking about a drumming gorilla or dancing pony or Van Damme doing the splits (all memorable spots) the next day. They were talking about ‘Smaht pahk’. And relishing it.
Others can feel smaht too
By creating a fohmat that’s wicked easy for anyone to play with, it caught on fahst. Any time you give people the building blocks to make their own version of something (hello memes), you get more engagement than if you locked them out. It lets the idea circulate more broadly than it otherwise would have. It’s good to share.
Hyundai also pulled the idea into their website. Smaht.
CREDITS
Agency: Innocean USA
Client: Hyundai Motor America
Art Director: Chris Dyer
Copywriter: Eddie Babaian
VP, Group Creative Directors: Jeff Bossin, Ryan Scott
Executive Creative Director: Barney Goldberg
Production: Hungry Man