Ready to Do Serious Work

the brief

Isuzu’s Ready-to-Work trucks are the perfect choice for ute drivers whose businesses have grown too big for their current vehicles. The challenge is to reassure them that trading up to a truck won’t be difficult.

the idea

Excuse the pun, but Isuzu’s Ready-to-Work trucks have loads going for them. The key for this campaign was to bring these features to life across a range of media platforms. A TV commercial and print executions dramatised the trucks’ ability to handle volumes by disassembling a ute and loading it in the back of a Tradepack. Online videos then highlighted the trucks’ manoeuvrability and offered a demonstration of a three-way tipping mechanism by pitting a Tri-Tipper against a hydraulically-powered lowrider. There were also digital executions. And as per most of Isuzu’s recent work, the messages were delivered with a large dose of humour from Shane Jacobson.