Anything and everything is ‘Brought to you by Isuzu’ in new campaign via Fenton Stephens
Isuzu Australia has launched into 2020 with a new brand campaign via Fenton Stephens.
As Australia’s biggest selling truck brand, Isuzus bring us anything and everything. To sell this simple insight, regular Isuzu ambassador Shane Jacobson pops up, quite literally, in some unlikely locations to announce this fact to some seriously surprised people.
As well as reinforcing the brand from a commercial perspective, the campaign aims to instill a sense of pride in the existing driver-base by reminding Australians just how critical truck drivers (who are predominantly behind an Isuzu) are to our everyday lives.
Says Alex Fenton, creative director, Fenton Stephens: “We’ve all heard advertising messages saying ‘brought to you by’ – you could say ad infinitum. In the case of Isuzu, though, we’re delivering a blunt fact through entertainment.”
Says Sam Gangemi, marketing and advertising manager, Isuzu Trucks: “A quarter of the trucks on Australian roads are Isuzus, so every day we help deliver the goods and services that everyone relies on. But, of course, we all take this for granted. Our job with this campaign, therefore, was to remind people just how much of their life is impacted by Isuzu, and do it in a memorable way.”
The campaign is also supported by both print and digital, most notably a highly customised context-relevant YouTube campaign. Based on the content being watched, Isuzu ads will be served reminding the viewer of just how many items are ‘brought to you by Isuzu’. For example, if you’re watching ‘biggest footy bumps’ – you might be reminded that ‘icepacks, bandages & anti-inflammatories’ are brought to you by Isuzu. A contextual outdoor campaign will also follow.
Client: Isuzu Australia
Head of Marketing & Customer Experience: John Walker
Marketing & Advertising Manager: Sam Gangemi
Digital Marketing Manager: Jesse Moss
Agency: Fenton Stephens
Creative Director: Alex Fenton
Associate Creative Director: Jess Wheeler
Director of Strategy: Simon Antonis
Senior Planner: Clinton Mellsop
Senior Copywriter: Mat Garbutt
Senior Art Director: Chris Haydon
Director of Client Services: Amy Stephens
Account Manager: Jake Lane
Agency Producer: Lisa Ramsey
Digital Media: Fenton Stephens
Director of Online Strategy: Joey Dorrington
Senior Digital Strategist: Ryan Wilson
PPC Specialist: Seb Sharp
Online Account Exec: Michael Blake
Production Company: Guilty
Director: Matthew McCaughey
DOP: Aaron Farrugia
Producer: Rohan Timlock
Post: Marty Gilchrist / Puffin Post
Sound: Rodney Lowe / Production Alley
11 Comments
Brought to you by a Tide ad.
Bought to you by Tide
creepy
maybe i’m a complete idiot but the it’s a tide ad ‘idea’ was turning every other ad with clean clothes into a tide ad?
this seems to be that isuzu ‘brings’ you just about everything because they are the no.1 truck company?
i find these to be a bit of fun, weird, but fun
Wicked. Awesome job you guys.
Punters will love ’em.
Also, it’s not the same as Tide.
Solid idea, I rate it. Shame about the ugly Isuzu watermark in the corner.
These are great.
Ok insight. Executed in such poor fashion. Even the tone of (over used) Shane’s VO wreaks of Tide ad. Come on, you sold your direction by showing the client Tide ad and delivering on that ‘understanding*’. Did you not?
(*we’ll rip it off as close as we can, without actually ripping it off)
Clearly it’s a tide ad more suited to a client like Amazon who actually do sell ‘anything and everything’…
Amazon might sell anything and everything, but how is it all delivered? Doesn’t just appear on the front doorstep like magic.