Isuzu declares that Playtime’s Over in newly launched campaign via Fenton Stephens
Isuzu is on a mission to convince tradies that if they’re serious about taking their businesses to the next level, it’s time to graduate from a ute to a truck. To Illustrate the point, has created a new campaign via Fenton Stephens, using tiny tradies on a building site who are confronted by the arrival of an honest-to-goodness workhorse, an Isuzu N Series truck.
Launching with a TVC and online film directed by Airbag’s David Rittey, the campaign will also be supported with digital and print executions.
Says Alex Fenton, chief creative officer, Fenton Stephens: “We’ve previously explored creative territories in which we’ve suggested to tradies that it’s time to get serious with a truck. And this is the next light-hearted step, exaggerating the idea of growing into a new Isuzu.”
Says Sam Gangemi, marketing and advertising manager, Isuzu Trucks: “The simple truth is that choosing a truck means tradies can carry more, tow more and get more done. We love the idea of giving them a gentle nudge and we think the tradie kids are a humorous way to do it.”
Client: Isuzu Trucks
Head of Marketing and Customer Experience: John Walker
Marketing and Advertising Manager: Sam Gangemi
Agency: Fenton Stephens
Chief Creative Officer: Alex Fenton
Chief Executive Officer: Simon Antonis
Senior Planner: Clint Mellsop
Senior Copywriter: Mat Garbutt
Senior Art Director: Chris Haydon
Senior Social Media Manager: Ned Considine
Agency Producer: Lisa Ramsey
Head of Client Services: Lucy Ranger
Senior Account Manager: Jake Lane
Account Manager: James Slevison
Director – David Rittey
Producer – Selin Yaman
DOP – Marden Dean
Head of Production – Martin Box
Managing Partner – Adrian Bosich
Offline Editor- Chris Ward
Colourist – Edel Rafferty
Online Editor – Jamie Scott
Post Producer – Nick Venn
Sound studio – Production Alley
Sound Engineer – Rodney Lowe
Sound Producer – Les Molnar
19 Comments
No idea what I’m supposed to take out of this.
Get back to your forklifts boys!
https://youtu.be/nqRVqXMyzhM
But incomprehensible.
https://www.youtube.com/watch?v=nqRVqXMyzhM
https://www.youtube.com/watch?v=nqRVqXMyzhM
As a regular driver I hope this ad fails. It’s bad enough being tailgated by a tradie in a Dmax on his 7th Monster energy drink punching a glass pipe, let alone having to put up with that idiot in a truck.
… and buy a bigger work vehicle, you baby.
Forgot how good that Mitre10 was. Man that was a good ad.
The kids even look like the ones from the Mitre 10 ad. Embarrassing
Bland ad. And I know that Isuzu trucks and Isuzu Ute are two seperate entities, but it feels a bit weird for the former to throw the latter (or at least, the category the other brand plays in) under the bus for the sake of this ad. I guess there’s a halo effect for the brand but still.
@Corporate responsibility – what a horrifically classist comment. Have you ever spoken to a tradie or do you just look at your feet when you walk past them? Although I do like the image of a soft-handed office worker panicking and seething and stressed out frantically looking for a place to pull over while someone with a worthwhile job is just going about his day.
Hey mate, what are you, 27, a white boy who’s been carried by your parents since school? Got anything in your book yet? One thing for sure is, you won’t be improving the advertising industry for the next ten years or so. You ‘little boys club’ plonker…How dare you.
Guessing this is meant to be the ad that encourages a tradie to ditch his ute for a light truck however I’m struggling to see how an everyday Aussie tradie will consider his backbreaking hard work ‘playtime’ and how he could ever see kids as valid representations of him, his workmates or his industry. ‘Playtime’s over’ is patronising and trivialising. No one working on this campaign has any experience working on a job site and it really shows.
@Corporate responsibility how did you watch this fun, light spot and segue into ‘punching a glass pipe’ territory? What a gross link to make with a TV spot featuring primary school kids.
Fenton Stephens should ashamed of this Mitre 10 ripoff.
The Mitre 10 ad was made 15 years ago and in NZ. A rip-off because they cast a pacific islander kid? Probably the best kid for the job.
My team has suggested that we find you and ask you some questions about your attitude. We’d like to chat.
Jeepers everyone – lighten up. I enjoyed the add as I did not go on to overthink it.
I saw a version on Youtube with a female tradie driving the truck but haven’t seen it since. I thought it added to the commercial. Any reason why it’s not available anywhere?
Stupid, stupid ad …. Had to read all of the above to try and understand the point of it. Epic fail!