Ford backs premiere of Steve Harvey’s latest standup comedy film
 
(March 16, 2006) With a successful advertising relationship on “The Steve Harvey Morning Show”, Ford is now sponsoring the premiere of Steve Harvey’s latest comedic standup film - “Don’t Trip… He Ain’t Through With Me Yet!”

“Steve Harvey fires on all cylinders with the key values that are essential when communicating Ford brand messages to the African Americans,” said Marc Perry, Multicultural Marketing Manager for the Ford, Lincoln and Mercury. “He focuses on family, education and community – values which defines what Ford means to America.”

Ford will be showcasing its hot all new mid-size sedan, the Ford Fusion which is being marketed to urban consumers through its grownandsexy.com Web site at the premiers. Ford will also display its #1 selling vehicle and mid-size utility to African Americans for 5 consecutive years, the F-Series and Explorer.

On Mar. 13-15, Ford sponsored screenings at the ICE Theatre in Chicago, Star Southfield in Southfield, Mich. and the United Artist Riverview Theatre in Philadelphia with one additional screenings happening at New York’s Magic Johnson Theatres on Mar. 16. The films national release date is Mar. 17.

Steve Harvey’s hilarious comedy concert was filmed in a sold-out Atlanta’s Phillips Arena at Bishop T.D. Jakes’ MegaFest, the annual four-day evangelical event which draws tens of thousands of his fans every year. With a clever range of side-splitting new material, Harvey performs one of his funniest and most memorable performances in front of church folks.

With over a hundred years of history, Ford fully recognizes the importance of supporting the communities they do business in. "Our sponsorship of the premiere of Steve Harvey’s latest film represents another great example of this commitment. It will provide Ford an excellent opportunity to connect the African American community with the company, the Ford brand and our exciting new product line-up."


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As the American economy continues to move sluggishly, African-American households are curtailing their spending in many categories, including food, clothing and basic household items, while investing more in home repair, home entertainment and consumer electronics. Although they are trimming back, black consumers are still spending more than their white counterparts on most of these products.
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