Isuzu Puts All Its Ad Money Behind ‘Joe Isuzu’ Creators

Joe Isuzu is about to put on a regional face.

American Isuzu Motors this week consolidated all of its advertising with Della Femina, McNamee WCRS Inc., the Los Angeles agency that created the lying pitchman. Della Femina will receive an additional $32 million in annual billings that will be mostly pegged toward regional advertising for Isuzu.

The Joe Isuzu character, who began as a West Coast star in Isuzu ads before going on to national fame in the Japanese car maker’s spots, will now be featured in several regional ads nationwide. He will also continue to be the focal point of the national campaign.

“We decided we need more continuity in our advertising,” said Jack Reilly, senior vice president of American Isuzu Motors. Isuzu’s budget at Della Femina will now jump to $120 million annually--up from the $88 million it will spend this year, Reilly said.

“The dealers have never been as positive about Joe Isuzu as they are now,” said Peter Stranger, president of the Los Angeles office of Della Femina. Stranger said the Los Angeles office will be hiring about 20 people to handle the additional Isuzu business.

The move by Isuzu is similar to one Nissan made earlier this year when it consolidated virtually all of its advertising at the Los Angeles agency Chiat/Day/Mojo.