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Hyundai “Smaht Pahk” 2020

Hyundai “Smaht Pahk” (2020) is a Hyundai commercial directed by Bryan Buckley for INNOCEAN, produced by Hungry Man. It won 7 awards, including NYF 2020 Gold — Film Craft: Best Use of Humor, LIA 2021 Silver — TV/Cinema / Copywriting and Adweek Best Ads of 2020 #20.

Three Boston-accented celebrities, Chris Evans, Rachel Dratch, and John Krasinski, marvel at the Hyundai Sonata's Remote Smart Parking Assist, which allows the car to park itself with a clicker.

Video: Hyundai Bahrain on YouTube

Shot by shot

  1. A man with a beard and blue jacket holds a coffee cup and looks to the side, standing outside a brick building.© Hyundai0:00
  2. A man with a beard and a woman with brown hair stand outside a brick building, looking off-camera with expressions of skepticism and amusement.© Hyundai0:04
  3. A man and a woman stand on a sidewalk, looking off-screen with curious expressions, as the woman speaks in a Boston accent.© Hyundai0:10
  4. A man with a beard, wearing a dark jacket, winks and smiles from the driver's seat of a blue car on a rainy day.© Hyundai0:15
  5. A woman in a plaid coat and a man in a blue jacket stand outside a brick building, looking surprised and talking.© Hyundai0:21
  6. A man with a beard and dark jacket looks off-camera, speaking in a suburban setting during the day.© Hyundai0:25
  7. A man with a beard and blue jacket looks around with a surprised expression on a city street.© Hyundai0:28
  8. A man with a beard and dark jacket looks down, then up and to the side, speaking in an urban exterior.© Hyundai0:29
  9. A woman with brown hair and a patterned coat looks surprised and speaks to someone off-screen in an urban setting.© Hyundai0:32
  10. A blue Hyundai Sonata with its headlights on is parked between two other cars on a wet street in front of a brick building.© Hyundai0:37
  11. A blue Hyundai Sonata is parked on a city street, with people standing outside a storefront and a man looking out a window above.© Hyundai0:42
  12. A dark blue Hyundai Sonata drives slowly on a city street, with brick buildings and bare trees in the background, as text appears on screen.© Hyundai0:50

Stills © Hyundai. Made by INNOCEAN, Hungry Man and Bryan Buckley.

Every shot, full-quality frames and clips, and search across every commercial. Free account.

The idea

Boston celebrities showcase smart parking with their distinctive accents and humor.

Tagline: “A better way to park. Only available on the all-new Sonata with Remote Smart Parking Assist.”

celebrity endorsementregional accent humorproduct demonstrationexaggerated reactionssmart technology marvelfriendly rivalry

The cut

Length
61 s
Shots
46
Average shot
1.3 s

What creatives use Hyundai “Smaht Pahk” for

  1. 01Reference frames for your treatment

    Pitching something with the feel of Hyundai “Smaht Pahk”? A screenshot from a video player won't hold up in a deck.

    Download any frame of this spot at full quality, with its credits, or search every spot for the same look.

    A man with a beard and blue jacket holds a coffee cup and looks to the side, standing outside a brick building.© HyundaiA man with a beard and a woman with brown hair stand outside a brick building, looking off-camera with expressions of skepticism and amusement.© HyundaiA man and a woman stand on a sidewalk, looking off-screen with curious expressions, as the woman speaks in a Boston accent.© HyundaiA man with a beard, wearing a dark jacket, winks and smiles from the driver's seat of a blue car on a rainy day.© Hyundai
    Frames from Hyundai “Smaht Pahk”

  2. 02Shot list example: how it was cut

    You need the structure of a great spot, shot by shot, for your storyboard.

    Every shot of Hyundai “Smaht Pahk” in order, with its length, framing and what happens in it.

    A man with a beard and blue jacket holds a coffee cup and looks to the side, standing outside a brick building.© HyundaiA man with a beard and a woman with brown hair stand outside a brick building, looking off-camera with expressions of skepticism and amusement.© HyundaiA man and a woman stand on a sidewalk, looking off-screen with curious expressions, as the woman speaks in a Boston accent.© HyundaiA man with a beard, wearing a dark jacket, winks and smiles from the driver's seat of a blue car on a rainy day.© HyundaiA woman in a plaid coat and a man in a blue jacket stand outside a brick building, looking surprised and talking.© HyundaiA man with a beard and dark jacket looks off-camera, speaking in a suburban setting during the day.© Hyundai
    Length: 61 s · Shots: 46 · Average shot: 1.3 s

  3. 03Ad ideas: every spot built on a celebrity endorsement

    Before you present an idea, you need to know who has done it, and how.

    Hyundai “Smaht Pahk” is built on a celebrity endorsement. Search the library by idea to see every spot that uses it.

    Novartis “Relax Your Tight End”© NovartisUber Eats “A Century of Cravings”© Uber EatsUber Eats + Special US “Football is for Food”© Uber Eats + Special USCadbury Celebrations “My SRK Ad”© Cadbury Celebrations
    Novartis · Uber Eats · Uber Eats + Special US · Cadbury Celebrations

More commercials by Bryan Buckley

  • State Farm "Batman vs. Bateman" (2026) commercial still© State FarmState Farm “Batman vs. Bateman” 2026Dir. Bryan Buckley · Highdive AdvertisingWebby Awards 2026
  • Change The Ref "The Lost Class: DAVID" (2022) commercial still© Change The RefChange The Ref “The Lost Class: DAVID” 2022Dir. Bryan Buckley · Leo Burnettshots Awards Gold 2022
  • American Express "Animals" (2006) commercial still© American ExpressAmerican Express “Animals” 2006Dir. Bryan Buckley · Ogilvy & MatherEmmy (Outstanding Commercial) 2007
  • Orange "Spike Lee" (2004) commercial still© OrangeOrange “Spike Lee” 2004Dir. Bryan Buckley · Mother Advertising LtdBritish Arrows Gold 2004
  • E-Trade "Monkey" (2000) commercial still© E-TradeE-Trade “Monkey” 2000Dir. Bryan Buckley · Goodby Silverstein & PartnersCannes Lions Gold 2000
  • Monster.com "When I Grow Up" (1999) commercial still© Monster.comMonster.com “When I Grow Up” 1999Dir. Bryan Buckley · MullenANDY Awards 2000

More from INNOCEAN

  • Genesis "No Old Thinking" (2026) commercial still© GenesisGenesis “No Old Thinking” 2026Dir. Antoine Bardou-Jacquet · INNOCEANCreative Circle Gold 2026
  • Reporters Without Borders "The First Speech / Russia" (2025) commercial still© Reporters Without BordersReporters Without Borders “The First Speech / Russia” 2025Dir. Giordano Maestrelli · INNOCEANBritish Arrows Gold 2025
  • Reporters Without Borders - The First Speech "Turkey" (2024) commercial still© Reporters Without Borders - The First SpeechReporters Without Borders - The First Speech “Turkey” 2024Dir. Giordano Maestrelli · INNOCEANLondon International Awards Gold 2024
  • Hyundai "Tomorrow's Car" (2022) commercial still© HyundaiHyundai “Tomorrow's Car” 2022INNOCEANSpikes Asia Gold 2022
  • Kia "EV6" (2022) commercial still© KiaKia “EV6” 2022Dir. Kiku Ohe · INNOCEANAICP Awards Winner 2022
  • Hyundai Hope on Wheels "Little Warrior" (2026) commercial still© Hyundai Hope on WheelsHyundai Hope on Wheels “Little Warrior” 2026Dir. Matthijs van Heijningen · INNOCEAN

Award-winning auto commercials

Questions

Who directed the Hyundai “Smaht Pahk” commercial?

Bryan Buckley directed it, produced by Hungry Man, for the agency INNOCEAN.

Which agency made Hyundai “Smaht Pahk”?

INNOCEAN created it for Hyundai (2020).

What awards did Hyundai “Smaht Pahk” win?

7 awards, including NYF 2020 Gold — Film Craft: Best Use of Humor, NYF 2020 Gold — Film Craft: Casting, LIA 2021 Silver — TV/Cinema / Copywriting and NYF 2020 Silver — Film Craft: Script/Copywriting.

What is the tagline of Hyundai “Smaht Pahk”?

“A better way to park. Only available on the all-new Sonata with Remote Smart Parking Assist.”

Sources for the credits and awards

superbowl-ads.comfortworthbusiness.comprnewswire.comhyundainews.comen.wikipedia.orghungryman.comen.wikipedia.orgweb.archive.orgweb.archive.orgnyfadvertising.comnyfadvertising.comnyfadvertising.com