Company: Ford Motor Co.
Brand: Ford
Media: TV
Advertising Agency: The Uniworld Group,
Product: Explorer
Campaign: "Crazy Kevin."
What we like: Humor often works better than painful seriousness of certain functions in a typical SUV vehicle spotlight. Kevin Hart has a certain poor man's Chris Rock likability. The display has a story with a beginning and an end rather than a chatter of feature benefits.
What we do not do: Not much, other than to display fun could really use Hart's talents. The jokes are not quite sharp enough. It was probably funny things that came from working with him, and who may be allowed to refuse storyboard. Ford has the habit of smoothing, which one is an edgy idea was creative because it feared that a risk with ad content.
Strategy: Ford wants to Kevin Hart's sense of humor, which typically centers capitalize on his life as a husband and father. The ads will extend into TV, radio, print and digital. Each ad will play some aspects of the redesigned 2011 Explorer, such as his "Terrain Management System (TMS) and inflatable rear safety belts. The kickoff features appear shockingly hard late for his brother's wedding in a 2011 Ford Explorer. As he speeds in the wedding, he creates a disturbance in the Explorer, the focus steals from the bride and groom. During the display, highlights and TMS hard as he traveled through sand and mud go to the wedding. He also shows off Explorer 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.
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