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,’ debuted yesterday, February 15, with the 60-second television advert to air on February 20.

«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 comedian and actor Kevin 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 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.

The fully integrated campaign includes TV, radio and print ads in addition to a digital execution that will live on www.fordurban.com. 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.

The entire advertising campaign was created by The UniWorld Group, Ford’s African American advertising agency of record.