Kevin Hart Just Might Be the Hardest-Working Man in Branding

And he's redefining the celebrity endorsement along the way

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“Grind time, baby!” Kevin Hart is ready for the day.

In fact, he’s pumped. On this particular morning in early September, Hart’s about to plug the hell out of his new movie, Night School, on morning radio and television in Atlanta. The comedy, which he cowrote and stars in opposite Tiffany Haddish, is about to kick off its promotional tour in earnest ahead of its Sept. 28 release but Hart is getting a head start right now with a post to Instagram Stories, speaking directly to his 62.4

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This story first appeared in the September 24, 2018, issue of Adweek magazine. Click here to subscribe.