Joe Isuzu Makes TV Comeback

After an 11-year hiatus, Joe Isuzu is returning to TV—and to form—as he gets in shape to reprise the pitchman role that made him famous.

The campaign, created by Goodby, Silverstein & Partners, focuses on what Joe, a smarmy, lying car salesman played by David Leisure, has been doing for the past decade.

In the first spot, set to break today, an intentionally bad Rodeo lease ad is airing on TV in Joe’s home.

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