Malone Bows First Isuzu Work

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.”