US Bursts Out Laughing at Sonata Remote Parking Ad

Hyundai Motor Wins Top US Marketing Award for Sonata Super Bowl Commercial

Sonata advertisement 'Smart Park (Smaht Pahk)'. From the left, John Krasinski, Rachel Dratch, Chris Evans.

[Asia Economy Reporter Changhwan Lee] Hyundai Motor Company won the top marketing award in the United States for its Sonata commercial unveiled at last year's Super Bowl.

On the 12th, Hyundai Motor America announced that the Sonata commercial "Smaht Park," first revealed at the Super Bowl event held in February last year, won the Silver Epica Award.

The Epica Award, presented annually by the American Marketing Association (AMA) to companies demonstrating outstanding advertising marketing activities, is the most prestigious marketing award in the United States.

Hyundai's Sonata commercial humorously depicted parking a car using the Sonata's remote parking feature, Smaht Park, in a narrow space where parking is difficult. Smaht Park allows the driver to move the car forward and backward using the smart key while outside the vehicle.

The commercial featured actors Chris Evans, famous for playing Captain America in the "Avengers" series, John Krasinski, actor and director known for the drama "The Office," and popular comedian and actress Rachel Dratch.

The Sonata commercial previously ranked second in USA Today's Super Bowl ad effectiveness survey. Angela Zepeda, Chief Marketing Officer (CMO) of Hyundai Motor America, said, "The Epica Award, which comprehensively evaluates the originality and effectiveness of advertisements, holds the highest prestige in the U.S. advertising industry. We are honored to have created a fun advertising campaign, achieved success, and won the Epica Award."

Steve Jeon, CEO of Innocean USA, who produced the commercial, also emphasized, "Innocean and Hyundai Motor America put a lot of effort into producing the commercial. Winning the Epica Award makes it even more meaningful." With this award, Hyundai has won the Epica Award for the fourth time, following 2000, 2010, and 2014.