What I love about this commercial is that it intentionally shows three Bostonians having a deeply New England conversation, but it also, apparently unintentionally, informs the entire world that Hyundais are for massholes.
“Masshole” as a concept is tricky, it’s very culturally embedded in New England and there are nuances to it, so these are generalizations, but massholes are often defined by their poor/rude driving, and also by and large people without malice (stay with me, New Englanders). They’re not being assholes on purpose to annoy or hurt you. But they are, in fact, being assholes nonetheless. Someone who calls themselves a masshole is just an asshole with an accent. Masshole is something you have to be called by someone you were just an asshole to.
What I love about this ad is that it neatly sidesteps the inherent rudness of what this masshole is doing, while also making it the central marketing feature of the car. The reason John Krasinski can’t park isn’t that the space is too small for the car; it’s that the space is too small for the car with the door open. He can park, he just can’t exit his car. But if he gets out and AI-parks the car, then he’s fine.
The two poor bastards parked on either side of him, however, now have to deal with a car parked six inches from their car. That one guy’s gonna have to go to his passenger’s side and crawl over to get in the driver’s seat. And the whole time he’s cursing the masshole who AI pahked his dumb fackin’ Hayunday so close.
This is the whole point of the commercial! You can park your car inconveniently close to the people around you without inconveniencing yourself! And yet it’s sold as a positive personality trait! THIS CAR IS FOR MASSHOLES.
I’m one hundred percent sure this was unintentional but if it had been done on purpose I would be hailing it as the short film of the decade.
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