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Isuzu and Shane ‘Dunny Man’ Jacobson are ‘ready to work’ in campaign push

Isuzu has recruited Kenny actor and comedian Shane Jacobson to promote its ‘ready-to-work’ trucks, as part of a new campaign to show the benefits of the vehicles compares to utes.

The new work, by Fenton Stephens Melbourne, sees a ute and an Isuzu truck next to each other in a warehouse.

In the 30-second TV ad, Jacobson discusses the benefits of the Isuzu truck while the ute is pulled apart and placed on top of it.

Alex Fenton, creative director at Fenton Stephens said of the campaign: “To show people how much bigger load a truck can handle than your typical ute, we actually took a ute apart and fit it into the back of a Tradepack, a truck you can still drive with a standard car licence. Sometimes you just can’t beat a vivid demonstration.”

The campaign also features additional 30-second ads which explore the truck’s features.

One ad shows the Isuzu truck’s ‘tri-tipper’ capabilities, competing against a car that manages to move up and down.

In another ad, Jacobson promotes the truck’s ability to carry ‘serious volumes’ in a play off between a rock band and an acoustic guitarist.

A third ad shows how easy it is to pack the truck with its rear-vision cameras.

Mike McLean, Isuzu’s head of marketing said the main aim of the campaign was to engage small business people.

“Given that a lot of our potential customers are small business people who don’t think of themselves as truck drivers, one of our main aims is to start engaging with them in places you wouldn’t necessarily expect to see truck messages.

“By creating a number of online videos, we were able to focus on highlighting individual benefits and having some fun with them.”

The campaign will run across TV, print, out of home and digital.

Fenton Stephens Melbourne has also redesigned Isuzu’s Ready-to-work website.

Credits:

  • Client: Isuzu Australia
  • Head of Marketing & Customer Experience: Michael McLean
  • Advertising Manager: Jeff Birdseye
  • Digital Marketing Manager: John Walker
  • Agency: Fenton Stephens
  • Creative Director: Alex Fenton
  • Director of Strategy: Simon Antonis
  • Digital Strategy Director: Joey Dorrington
  • Digital Creative Director: Sean Birk
  • Copywriters: Mat Garbutt, Sean Birk
  • Art Director: Chris Haydon
  • Digital Creatives: Dan Dean, Stephen Lay
  • Account Director: Clint Mellsop
  • Account Executive: Oscar Robinson

LOWRIDER, VOLUME, TIGHT SPOT FILMS

  • Production Company: Truce Films
  • Director: Nicholas Clifford
  • Producer: Jim Wright
  • Agency Producer: Lisa Ramsey

SERIOUS WORK FILM

  • Production Company: The Pound
  • Director: Dogboy
  • Producer: Natalie Taylor
  • Agency Producer: Lisa Ramsey
  • Sound and Music: Production Alley
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