The reinvented 2011 Ford Explorer has gone “crazy” – well, maybe not literally, but it is the star of a hilarious new urban advertising campaign featuring comedian and actor Kevin Hart, informs the Ford Motor Company.
The campaign, called “Crazy Kevin,” debuts Tuesday during The Game which airs on BET; the 60-second television commercial will air during the 2011 NBA All-Star Game this Sunday, Feb. 20, at 8 p.m. EST on TNT.[ Also Read: Chrysler to Woo Buyers with Imported from Detroit ]
“With this campaign, we are using comedy as a way to engage and encourage consumers to learn more about the Ford Explorer,” said Shawn Lollie, Ford manager, Multicultural Marketing.
“Since the launch of the Explorer on Facebook last July, Ford has been using unique ways to talk to consumers. We wanted to create a campaign that would follow this same strategy while also adding an unexpected twist of comedy using one of the most popular and authentic comedians of today.”[ Also Read: HomeAway Allows You to Get into its Commercial ]
The TV spot, which was shot in Los Angeles, features Hart showing up shockingly late for his brother’s wedding in a 2011 Ford Explorer. As he speeds into the wedding he creates a disturbance where the Explorer steals the spotlight from the bride and groom.[ Also Read: Modern Bride Unveiled, Says Love Lives Forever ]
During the spot, Hart highlights the exclusive Terrain Management System and how he traveled through sand, mud and water to arrive at the wedding.
He also shows off Explorer’s seven-passenger seating capacity by packing the entire rear of the vehicle with wedding gifts – all while cheering on the “crazy” factor of the SUV.[ Also Read: Lexus Goes in the Air to Show its Strength ]
The integrated campaign includes TV, radio and print ads in addition to a digital execution that will live on www.fordurban.com.
Kevin Hart is a part of the entire campaign including the radio spots that will air on the Tom Joyner Morning Show, Steve Harvey Morning Show and on Radio One stations.
The TV ads will appear on BET, TV One, NCC and TBS while the print ads will appear in Black Enterprise, Sister 2 Sister Magazine, Ebony, ESSENCE, Jet, Upscale, Uptown and Rolling Out.[ Also Read: Audi Super Bowl Ad Says Luxury Has Progressed ]
“We are constantly looking for unique ways to introduce our product to our target consumer,” said Lollie. “This campaign is a real testament to how you can creatively use comedy to appeal to your target consumers while simultaneously introducing them to the unique features of a new product.”
Kevin Hart is a comedian and actor who has starred in several films including Soul Plane, 40-Year-Old Virgin, Death at a Funeral and Little Fockers, which is currently in theaters. He is currently finishing up a cross-country tour performing his third stand-up act “Laugh at My Pain.”
The entire advertising campaign was created by The UniWorld Group, Ford’s African American advertising agency of record.