Joe Is Back

Two months ago, Goodby, Silverstein & Partners had no intention of resurrecting Joe Isuzu, the car maker's classic salesman, known for telling whoppers like "gin-u-ine llama-skin leather." "We had this whole other campaign we'd been working on for six months," says Goodby art director Christopher Gyorgy, who along with copywriter Mike McKay and creative director Paul Venables, had created a spot showing the Axiom SUV maneuvering like a skateboard inside a volcano. "We had bid the job and were talking to Tarsem for a shoot in South Africa," says Gyorgy.Then on Dec. 22, Venables called the team with "bad news and bad news." The volcano concept was going to be "put on life support," and, per the client, they were going to bring Joe Isuzu out of his 11-year hiatus. The kicker? It had to be done by Jan. 1. "We were frustrated," admits Gyorgy, but motivated. The resulting campaign was a case of art imitating life. Eleven days after that call, Goodby presented its idea: Joe is unexpectedly called to return as the spokesman. The storyline was "kind of obvious," says Gyorgy. The agency team began wondering what the lovable liar would be doing now.The campaign, directed by Todd Phillips (Road Trip), was filmed in three days in Los Angeles. In the first spot, which broke Feb. 5, a slovenly Joe rants that Isuzu hasn't done any good advertising since they cut him loose. In the follow-up, breaking next week, an Isuzu exec invites Joe back, then asks if he's in shape. Joe lies, then begins exhaustive preparations for his comeback, which include exercising and practicing his sales pitch, to the tune of "Eye of the Tiger."Leisure, however, says he "sat on [the call] for two weeks. I didn't tell my wife; I didn't tell anyone." Leisure was uncertain about returning to the high-profile role. Plus, he wasn't sure the offer was serious. It was. He signed a one-year contract for an undisclosed amount. "To most people, I am Joe Isuzu," says Leisure, who admits he wasn't prepared to be mobbed by fans after Joe's 1986 debut. "I didn't handle it very well," he says. "I didn't learn graciousness for years." This time, however, Leisure is ready. He gushes about being a brand ambassador and is eager to promote dealers' philanthropic efforts. He's scheduled to appear at dealerships in Dallas, Atlantic City, N.J., Atlanta and Palm Springs, Calif., in February alone. "I'll shake hands, bring people to the lots," he says, adding with classic Joe hyperbole, "and we're going to sell a billion SUVs." Next month, a second wave of spots will promote the Axiom. In them, Joe will introduce the car in time for its April showroom debut. But don't expect Joe to make any of his outrageous claims. "He's reformed," promises Duke Hale, svp and COO of American Isuzu Motors' SUV division. Hale, who joined Isuzu three months ago, initiated Joe's return to fire up the brand's lukewarm image and lagging sales. With this highly recognizable and likable character, he says, "We can start at midfield instead of the three-yard line."The humor is more subtle than in the '80s Della Femina McNamee ads, and Hale insists future spots will focus more on SUVs and less on Joe. As for Joe, "He will still be funny; he won't be so two-dimensional," Leisure says. "It'll be good for me."So far it's tops with Isuzu, according to Gary Tucker, vp of marketing. He points to Washington, D.C., where dealers doubled their ad spending within four days of Joe's reappearance on the air. "They were already attributing calls to the dealership to Joe Isuzu," he says.The agency is also pleased. "Rich [Silverstein] has been raving about it," says Gyorgy, "and he hates everything."

Brand Marketing

Joe Is Back

Mallorre Dill

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Mallorre Dill