Kevin Hart on Why He Favors 'Fun' Advertising, Including Standing in the Rain in Times Square

Comedian spoke at Brandweek about the weight his endorsements carry

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Kevin Hart isn’t afraid to get a little uncomfortable to promote his brand.

Earlier this month, in the midst of a nonstop promotional tour for his new film, Night School, which he starred in and co-wrote, he took to the typically crowded streets of Times Square, megaphone in hand, to spread the word about the movie.

The only problem? Times Square wasn’t its traditionally bustling self, as it was pouring rain, the crowds had sought shelter inside. But despite protests from his team, Hart didn’t let a little rain stop him from marketing his message: Go see Night School.

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