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2020 One Show - Social Media

Smaht Pahk

Agency INNOCEAN USA / Huntington Beach + Hyundai Motor America / Fountain Valley

Client Hyundai Motor America
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About the Work

We started with an online teaser to introduce that something Boston-themed was coming. Boston native Rachel Dratch tries to teach David Ortiz how to speak in a Boston accent. With his thick Dominican accent already prevalent, it gets funny fast. We also launched the first ever TikTok campaign from an automotive brand in the US featuring Rachel becoming more Boston-y with each passing day. After the spot launched, Smaht Pahk caught on everywhere. People recreated and parodied the spot, including New Kids On The Block. Little kids, news anchors, celebrities, even your mom couldn’t stop quoting it, helping Hyundai to trend on Twitter and YouTube. We launched a targeted social campaign in Boston to pay our respects to the city of inspiration, and proceeded to have a full Boston Takeover on Twitter, hiring two comedians—including one star from the ad—to tweet for us on game day 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, boost in brand opinion, and 98% positive sentiment throughout the entire campaign.