ThinkLA IDEA Awards Gala Sports A Boston Accent
John Krasinski (from left), Rachel Dratch and Chis Evans are part of Hyundai’s Boston-themed Super Bowl spot, “Smaht Park.”
Hyundai's "Smaht Park" named best 2020 Super Bowl spot
  • LOS ANGELES
  • --

Now in its 10th year, the ThinkLA IDEA Awards Gala honoring campaigns, agencies, clients and individuals in Los Angeles’ creative community had a decidedly Boston dialect when it came to recognizing this year’s best Super Bowl ad.

That mantle was bestowed upon Hyundai Sonata’s “Smaht Pahk” ad directed by Bryan Buckley of Hungry Man for Huntingon Beach, Calif.-headquartered Innocean USA.

The comedy spot featured Chris Evans, John Krasinski and Rachel Dratch in heavy Boston accent as they describe a Sonata smart parking feature that lets drivers automatically park the car using a key fob--or what Krasinski calls a “click-ah.”

“Smaht Park” was among the honorees at a virtual IDEA Awards Gala ceremony on Friday (8/14) put on by ThinkLA, a nonprofit association founded in 2006 to promote Los Angeles as a network of creativity and innovation in media, marketing and advertising. The group connects L.A.’s creative community, grows ideas, business and talent, and inspires through education along with social and philanthropic events.

IDEA Awards submissions were judged by key advertising, brand, and tech executives outside of the L.A. market. To be eligible, work must have been produced by and/or for a Southern California-based company and presented to the public in calendar year 2019 (with the exception of the Super Bowl category). For campaign and company achievement awards, a panel of industry expert judges reviewed and cast their votes on all entries; company and individual achievement awards were also voted on by the community. Here’s a rundown of winners:

IDEA Awards 2020 Winners

Advertising Achievement
Best Auto Campaign

· Team One | Sole of the UX, Lexus

Best Branded Content
· RPA Advertising | Happy Dr. Seuss Day from Farmers Insurance

Best Cause Marketing Campaign
· Deutsch LA | The “me too” Movement Survivor Stories

Best Consumer Experience
· Edelman/United Entertainment Group | The Bell: A Taco Bell Hotel & Resort

Best Entertainment Campaign
· ENGINE | Recommended by Humans, HBO

Best Influencer Campaign
· Big Family Table | Hulu Sellouts x NBA

Best Out Of Home Campaign
· Snap Inc. | Snap x HBO - Game of Thrones Season 8

Best Short Form Video Ad
· RPA Advertising | What’s Love?, Los Angeles LGBT Center

Best Super Bowl Ad
· Innocean USA | Smaht Pahk, Hyundai

Thinkla Innovator
· UM | Hulu’s The Handmaid’s Tale: Shape of History

Company Achievement
Dig (Diversity, Inclusion, And Gender) Award

· Zambezi

Silicon Beach Start-Up Of The Year
· Thrive Causemetics

Partner Of The Year
· Centro

Individual Achievement
Agency Leader Of The Year
· Lisa Herdman, Director of National Video Investment, RPA

Salesperson Of The Year
· Sunny Behniwal, Associate Director of Sales, Viant

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