Isuzu ‘redefines reliability’ in launch campaign for new truck range
Isuzu has unveiled its first new range of trucks in 17 years, with a launch campaign featuring actor and comedian Shane Jacobson, via Fenton Stephens.
Despite having reliability front and centre since its inception, the brand is on a mission to “redefine” industry benchmarks in the new work.
“Our thought was this truck company set the bar in reliability is now exercising its rights to raise that bar,” Fenton Stephens’ chief creative officer, Alex Fenton, told Mumbrella.
“In the automotive business, a company will probably have a new car come out every four or five years. Whereas in the truck business, it’s a much longer timeline. So since it’s been 17 years, it was important for Isuzu to remind people they are a market leader.”
The new range is doing this in two ways: improvements in safety and power, and refinements in comfort and drivability. Brand ambassador Shane Jacobson, a truck license holder himself, stars in the new work. In the hero film, he puts the truck features to the test in rather unexpected ways.
Jacobson has been working with the brand since 2016, and Fenton said he has grown to “become a mate over the years”.
“He is great to work with. He has a genuine and deep sense of humour, and he actually really knows trucks. Those things combined make him fit and he resonates,” he said.
Because of his “everyman appeal”, he said Jacobson is able to both inform and entertain.
The campaign is live across social, radio, OOH, and digital channels.
As part of the new range launch, the agency has also completed “the biggest redesign” of Isuzu’s online experience “in the brand’s history”.
“The breadth of trucks in this range means that, as an online build, it’s highly complex,” Fenton said. “Our job was to take that highly complex scenario and try to make it intuitive. We’ve made it easy to navigate. And the other important thing was to make it look cool, make it look good.”
Credits:
Client: Isuzu Australia Limited
Head of Marketing & Customer Experience: John Walker
Marketing and Advertising Manager: Sam Gangemi
Digital Marketing Manager: Amanda Sandhu
Graphic Design Manager: Jessica Nguyen
Agency: Fenton Stephens
Chief Executive Officer: Simon Antonis
Chief Creative Officer: Alex Fenton
Copywriter: Lou Egan
Art Directors: Zoe Yeoman, Chris Haydon
Senior Account Director: James Slevison
Agency Producer: Lisa Ramsey
Account Manager: Jackson Swanell
Production Company: Sedona
Managing Director / EP: Kim Wildenburg
Director: Matt Murphy
DOP: Shelley Farthing-Dawe
Production Designer: Jackson Dickie
Post Production: ARC
Post Producer: Amelia Walton
Editor: Dan Lee
Colourist: Ferg Rotherham
Flame Artist: Drew Downes
Sound: Production Alley
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Lauren McNamara is the associate editor at Mumbrella, covering the agency beat. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS.
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