New Ford Explorer ‘Crazy Kevin’ Campaign Launches with a Mix of Comedy, Romance and Adventure

Today Ford will launch a new urban advertising campaign for the
2011 Ford Explorer featuring
comedian and actor Kevin Hart
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  • Today Ford will launch a new urban advertising campaign for the 2011 Ford Explorer featuring comedian and actor Kevin Hart
  • 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 class-exclusive rear inflatable seat belts
  • The campaign takes a comedic approach to engaging consumers and generating brand awareness around the reinvented Ford Explorer

VIDEO: 2011 Explorer ‘Crazy Kevin’ TV Commercial

DEARBORN, Mich., Feb. 15, 2011 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. The campaign, called Crazy Kevin, debuts today 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.

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.

The TV spot, which was shot in Los Angeles, features Hart showing up shockingly late for his brothers 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 Explorers 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.

The fully integrated campaign includes TV, radio and print ads in addition to a digital execution that will live on The entire campaign highlights key features of the 2011 Ford Explorer like the class-exclusive rear inflatable seat belts, seven-passenger seating capacity and the unique 4WD with Terrain Management System. 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.

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, Fords African American advertising agency of record.

To learn more about the reinvented Ford Explorer and to check out the Crazy Kevin TV spot and digital campaign, log on to

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About Ford Motor Company
Ford Motor Company, a global automotive industry leader based in Dearborn, Mich., manufactures or distributes automobiles across six continents. With about 164,000 employees and about 70 plants worldwide, the companys automotive brands include Ford and Lincoln. The company provides financial services through Ford Motor Credit Company. For more information regarding Fords products, please visit

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