The campaign features TV ads, print, radio and digital executions that highlight some of the key features found in the Explorer, like the unique Terrain Management System and rear inflatable seatbelts The campaign takes a comedy approach to engaging consumers and generating brand awareness around the reinvented Ford Explorer The ad campaign, called “Crazy Kevin,” debut during The Game, which airs on BET; the 60-second television commercial will also air during the 2011 NBA All-Star Game this Sunday, Feb 20 on TNT. The TV spot, which was shot in Los Angeles, features Hart showing up 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. 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. The fully 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 across the country.
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.
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. He is currently finishing up a cross-country tour performing his third stand-up act “Laugh at My Pain.” To learn more about the reinvented Ford Explorer and to check out the “Crazy Kevin” campaign, log on to www.fordurban.com