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Malone Bows First Isuzu Work

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CHICAGO--Malone Advertising's debut campaign for Isuzu has actors answering the question, "Why did I buy an Isuzu?" in TV, print and radio ads that focus on value.

Isuzu Motors of America shifted its ad account to Akron, Ohio-based Malone from Goodby, Silverstein & Partners in October as the automaker shifted to a straight retail strategy amid slashed budgets and curtailed production. Isuzu plans to spend about $25 million in the coming year.

Malone's work appends the previous tagline, "Go farther," to "Spend less--go farther." The work makes a no-nonsense attempt to lure buyers into showrooms and onto Isuzu's website with a value proposition that includes zero percent financing.

TV and print ads focus on attributes of the just-introduced Isuzu Ascender such as horsepower and storage capacity, while also prominently pointing to price. Work for the Rodeo and Axiom models will follow early in 2003s.

Malone's first TV spot broke in select markets last week, with a full launch set for February.
Goodby's last work for Isuzu used the venerable Joe Isuzu spokescharacter in work that spoofed auto marketing cliches.