The voice of comedian Kevin Hart is now available to guide motorists to their destination through a Waze application. It's part of a promotion by Universal Pictures for the upcoming January release of "Ride Along," starring Hart. The effort is part of a new trend to pair celebrity voices with marketing campaigns, Rebecca Borison writes. Grant Simmons of The Search Agency says, "I could see it being leveraged for additional online promotional opportunities or social visibility. As the reach and visibility of 'The Voice of Waze,' there could be tie-ins to other aligned businesses or social/PR campaigns."