ENTER THE 2021 SHORTY IMPACT AWARDS

Previously known as the Shorty Social Good Awards, the Shorty Impact Awards is an awards program created to raise global awareness around the positive impact brands, agencies and non-profits can have on society.

Social Campaigns

Community

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Self-Defined

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Self-Defined

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2021 SHORTY PHENOM AWARDS

Previously known as the Shorty Social Good Awards, the Shorty Impact Awards is an awards program created to raise global awareness around the positive impact brands, agencies and non-profits can have on society.

Individuals

Account Management

Analytics

Animation

Art Direction

Brand Marketing

Campaign Management

Communications

Community Management

Copywriting

Creative Direction

Culture

Data Analysis

Design

Editing

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Self-Defined

Team

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Legal Team

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Self-Defined

Leader

Account Team Leader

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Client Team Leader

Communications Team Leader

Community Team Leader

Content Team Leader

Creative Team Leader

Culture Team Leader

Design Team Leader

Legal Team Leader

Marketing Team Leader

Partnership Team Leader

PR Team Leader

Production Team Leader

Research Team Leader

Sales Team Leader

Social Media Team Leader

Strategy Team Leader

Video Team Leader

Self-Defined

Voice

Clubhouse Voice

Discord Voice

Facebook Voice

Instagram Voice

LinkedIn Voice

Pinterest Voice

Reddit Voice

TikTok Voice

Triller Voice

Tumblr Voice

Twitter Voice

YouTube Voice

Smaht Park Super Bowl Integrated Campaign

Finalist in Auto

Entered in Integrated Campaign

Objective

We launched the all-new 2020 Sonata on Super Bowl Sunday with an eye to its advanced style and technology, particularly the new Remote Smart Parking Assist feature. That feature, when shortened to the colloquial  “Smart Park,” and delivered in the uniquely “R-challenged” local accent of Boston, Massachusetts, became the instantly memorable “Smaht Pahk.”

For authenticity, we shot in Boston’s South End, with a celebrity cast originally from the Boston area, John Krasinski, Chris Evans and Rachel Dratch. And a supporting cast of well-known Bostonians, including Bob and Arthur Wahlberg, comedian Tony V. and Red Sox legend David “Big Papi” Ortiz. The spot was directed by Boston-area native Bryan Buckley and included numerous Boston “easter eggs” plus the local sports anthem “Dirty Water” by the Standells. 

 

Strategy

Turning the “Remote Smart Parking Assist” feature on the all-new Sonata into the memorable “Smaht Pahk” meant embracing the unique linguistic humor of the city of Boston in the most authentic way possible. With Boston-native director Bryan Buckley at the helm, we headed to the damp, rainy streets of south Boston, built a cast of A-list Bostonians and a supporting cast of famous local faces (including two Wahlbergs) and pushed every word of the script to its most Bostony place. 

 

Results

It didn’t take long for the phrase “Smaht Pahk” to catch on and the results were wicked memorable too, with the commercial ranking #2 on the USA Today Ad Meter, racking up over 58 million views across all channels, 3,400+ press stories, 2.1 million visits to Hyundai.com and 6,982% increase in traffic for Hyundai on Edmunds.com. Ace Metrix also ranked “Smaht Pahk” its “highest scoring Super Bowl Ad of all time,” as well as #1 Most Attention Grabbing and “#1 Best Overall Super Bowl Ad.” 

Media

Produced by

INNOCEAN USA, Hyundai Motor America

Link

Entry Credits