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Special Project

Special Project
From the 13th Annual Shorty Awards

Smaht Park Super Bowl Twitter Responses

Finalist in Integration with Live Television

Entered in Real Time Response


We launched the all-new 2020 Sonata during Super Bowl 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.”

Strategy and Execution

For the Super Bowl we wanted to extend the hilarity of our Smaht Pahk commercial into social. We launched a targeted social campaign in the city of Boston as well to pay our respects to the city of inspiration, and then proceeded to have a full Boston Takeover on Twitter, hiring two comedians—including one star from the ad—to tweet for us on gameday and film our real-time Quartertime Shows.


The results were wicked awesome, garnering our team a Twitter Brand Bowl win for best real-time efforts, a boost in brand opinion, and 98% positive sentiment throughout the entire campaign.


Entrant Company / Organization Name

INNOCEAN USA, Hyundai Motor America


Entry Credits