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Kevin Hart's 2011 Ford Explorer commercial – Click above to watch after the jump

Company: Ford Motor Co.

Brand: Ford

Medium: TV

Ad Agency: The UniWorld Group,

Product: Explorer

Campaign: "Crazy Kevin."

What We Like: Humor often works better than painful earnestness to spotlight certain vehicle features in a typical SUV. Kevin Hart has a certain poor man's Chris Rock likability. The ad has a story, with a beginning and an end instead of a prattle of feature benefits.

What We Don't Like: Not much except the ad could be funnier to really take advantage of Hart's talents. The jokes aren't quite sharp enough. There was probably funnier stuff that came out of working with him, and that may have been left on rejected storyboard. Ford has a habit of smoothing out what might have been an edgy idea creative because it's too afraid of being risky with ad content.

Strategy: Ford wants to capitalize on Kevin Hart's brand of humor, which typically centers on his life as a husband and father. The ads will extend into TV, radio, print and digital. Each ad is meant to play up some aspect of the redesigned 2011 Explorer, such as its "Terrain Management System" (TMS) and inflatable rear seatbelts. The kickoff 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. During the ad, Hart highlights TMS and how he traveled through sand and mud 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.

Grade: B

What do you think? Watch the ads for yourself after the jump.

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    • 1 Second Ago
      • 4 Years Ago
      Really autoblog. Stop 'grading' commercials.
      • 4 Years Ago
      They just hired him to make the truck look bigger.
        • 4 Years Ago
        Actually it's huge. I saw one for the first time in public about a week ago and it's big. I thought it would be about the size of the Edge, but it looks a bit smaller than the Expedition.
      • 4 Years Ago
      Ya'll some corny old men,if Kevin not funny then Larry the cable Guy dam sure not funny.
        • 4 Years Ago
        Larry the Cable Guy is totally not funny. I don't see why some people find him funny.
        • 4 Years Ago
        I agree on the Larry the Cable Guy thing. I mean I get that he's playing up the back woods redneck thing but he's jokes really don't be funny....now Jeff Foxworthy is very good at playing up the same thing but his jokes are funny.
      • 4 Years Ago
      Never heard of him, but a decent way to promote their new terrain feature. He reminds me of Bobcat from the 80s. Not a compliment...
      • 4 Years Ago
      I got 3 messages from that commercial:

      1. The Explorer is big and roomy
      2. The Explorer is great for off-roading
      3. Kevin Hart is very annoying
      • 4 Years Ago
      Completely under-utilized talent...

      "SAY IT WITCHA CHEST!!!!!!" (Do yourself a favor and Youtube "Seriously Funny" or "Grown Little Man"...NSFW, lol)
        • 4 Years Ago

        It's HOT daddy. Hot.
      • 4 Years Ago
      The ad was not really that funny and I love Kevin Hart.
      • 4 Years Ago
      Fake. Didn't see any oversized chrome wheels.
        • 3 Years Ago
        Only thing missing was the Popeye's Chicken lady to cater the wedding....MMmm MMmm Good!
        • 4 Years Ago

        You clearly were trying to make a stereotypical comment about black people with the oversized rims comment. Whether you were trying to be racist or not is subjective.

        What is sad is that you just won't be a man and admit to it. Instead you try to make excuses and dance all around it.
        If you are going to be man enough to make the comment, be man enough to admit to it.
        • 4 Years Ago
        BTW, any of you idiots want to talk Stereotypes? Just pick one of his movies and just pop it in your DVD player.

        Here you go...

        • 4 Years Ago

        Thanks. Glad to see someone here still has a sense of humor.

        These days, everyone wants to be politically correct just to try and make themselves seem "better" than you or so they feel a bit better than themselves. At the end of the day, these are the same people who laugh at all the stereotypical jokes at the comedy club/bar or on tv/film. Give me a break. Take your fakeness elsewhere.
        • 4 Years Ago
        "...or so they feel a bit better ABOUT themselves"

        C'mon AB! Where's the "Edit" button love?
        • 4 Years Ago
        Made me think of a line from Big Daddy:

        "What're you doin' after this? Goin' to a Klan meeting?"
        • 4 Years Ago
        Funny thing is that I never mentioned anything about race. Just shows who the REAL racists are.
        I've seen plenty of people that are non-black with big oversized chrome wheels on their SUVs. The thing is, most of you automatically thought "Stereotype" after you read my comment.
        Just found that pretty funny.
        • 4 Years Ago
        Yeah, you know. You guys are right. This guy definitely doesn't fit the stereotype...


        Can't believe Ford used this ghetto POS in an ad for the Explorer. Last thing you need is for this thing to be the new "Escalade" of SUVs. That'll only bring more chrome in future models. Stay away.
        • 4 Years Ago
        LOL @ his terrible attempt to back out. "No YOU'RE the real racists. I was referring to the fact that weddings usually have Explorers on 28s not that it was because they are black people." What the hell ever.
        • 4 Years Ago
        The first two repliers should probably get the sand out of their vaginas and start developing a sense of humor.Plus where do you think stereotypes come from?Fkn space?

        +1 to Andre Neves for the joke
        • 4 Years Ago
        @sstowes: omg lighten up, drama queen
      • 4 Years Ago
      More like a poor man's Chris Tucker. Very annoying.
        • 4 Years Ago
        Ding! Ding! Ding!
      • 4 Years Ago
      I thought it was funny. Better than the Mike Rowe snoozefests.
      • 4 Years Ago
        • 4 Years Ago
        It was funny at first, but his humor seemed to wear on me. He just was too loud, too animated, too much teeth and too much craziness. The commercial dragged on forever which is hard to do for a commercial. And getting the SUV stolen at the end was lame.
        • 4 Years Ago
        Would you mind expanding on that a bit. What didn't you like?
        • 4 Years Ago
        That was actually entertaining and informative enough to get the message across to the consumer!

        I like it...
      • 4 Years Ago
      Aim high, Willis! Aim high!
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