Promote the all-new 2020 Sonata Remote Smart Parking Assist feature during the Super Bowl.
After taking a concepting break, my partner Eddie, being the die-hard Boston fan that he is, tuned into the Boston Celtics game. One of the announcers, Tommy Heinsohn, was calling the game and Marcus Smart dove on a loose ball. And when he did, Tommy yells, "What a play by Marcuuus Smahhhht. Smahhhht is everywhere!". It was at that moment the proverbial light bulb went off. Shortly after, Eddie shared his amazing idea and we immediately had visions of Matt Damon in a Harvard bar with Casey Affleck telling co-eds that his boy is “wicked smaht". A few dashes of dialect later, the first draft was written. The rest, as they say, is history.
The spot went viral, tallying over 60,000,000 views and 301,000,000 impressions. It paved the way for countless parodies across all platforms, with Smaht Pahk becoming a part of pop culture lexicon.