In the 1980s, Isuzu discovered a fresh and entertaining way to sell automobiles—with a series of commercials featuring an absurd, dissembling huckster named Joe Isuzu. Mac’s Motor City Garage takes a quick look back.
Sadly, Isuzu no longer sells passenger cars and light trucks in America. But in the 1980s, the Japanese automaker was red hot in the U.S. market with a popular compact pickup, the Trooper SUV, and a gorgeous Giugiaro-designed sport coupe, the Impulse.
In 1986, the ad agency Della Femina, Travisano, and Partners invented a fictional TV spokesman for the brand: Joe Isuzu, a pathological liar (played by a skilled comic actor, David Leisure) who made ridiculous yet entertaining claims about the automaker’s products. Like Clara Peller, the “Where’s the beef?” lady for Wendy’s, Joe Isuzu instantly became part of ’80s pop culture. This compilation of Joe Isuzu commercials spans the entire character arc of one of television’s more beloved liars. Video follows.
Thanks for the fun memories. Isuzu made some very good vehicles; I still drive one regularly. I know the company’s history is complicated but it’s sad that they’re out of the passenger car and light truck market here.
That was good. I only remember about half of them.
Great! Some commercials are worth watching again!
Here in Pennsylvania I still see him as the bad guy in insurance company commercials.