Isuzu UK launched their new campaign, Side by Side on Mental Health Day last October 10. The campaign posits the Isuzu vehicle as a safe space for “meaningful conversations can take place in everyday settings.”
A DIFFERENT TYPE OF CAR COMMERCIAL
Isuzu poises its cars as an every day safe space for passengers to have open conversations.
The full ad follows its male lead, Max and his everyday moments with his closest relationships. Max uses his car as the campaign intended. First, on a ride with his friend from work. Both men are wearing safety vests, implying their manual labour industry jobs. Next, Max picks up his mother, presumably to go on a day out. Finally, he answers a call from his troubled daughter. In all instances, Max is the driver and the listener. The person in the passenger seat is always seen as the speaker.
A symbolic scene at the end finds Max, gazing out of a window with a troubled expression. His son, recognizing the worried look on his father’s face, invites Max for a talk and a drive. Much like an act of passing the torch, the lead character throws the car keys to his son. The final scene finds father and son, sitting side by side in the car. This time, Max is in the passenger seat and his son sits in the driver’s seat. Max’s son now takes over the role of driver and listener. Altogether, Isuzu spotlights the skill of listening. There is importance simply being there for one another, especially in the private comfort of your car.
“WE’RE NOT ALONE.”
Isuzu is steadfast in their advocacy for mental health in this new campaign. In their press release, Isuzu identified their target audience as “men aged 35 and over […] in manual labour industries.” For Isuzu, they find that this specific audience is “often more isolated when it comes to discussing mental health.”
Though there is a specific demographic in mind, Isuzu’s Head of Marketing, George Wallis, believes that the messaging of their ad is applicable to everyone. “Isuzu has a loyal customer base and is undoubtedly a market where having difficult conversations doesn’t come easy, so encouraging our core audiences to support their mental wellbeing is an important message to back. We also wanted to demonstrate that the positive benefits of conversation in a vehicle [are] something truly inclusive, which the campaign achieves.”
The campaign focuses on de-stigmatizing mental health as a topic among every day people. It implies that important or difficult conversations can take place even in the simplest of settings, like in a car next to a trusted confidante. At the core of this campaign is an invitation for everyone, passenger or driver, to lend an ear to one another. “Mental health affects us all, and our campaign is designed to show that even in the toughest environments, a simple conversation can make a difference,” continued Wallis.
Additionally, the Side by Side campaign also features free “conversation cards” with prompts that break the ice and can help difficult talks evolve into meaningful discussions. The deck can be ordered for free on Isuzu UK’s website.
Isuzu aims to deeply understand its customers as it continues to advocate for emotional support and mental health through Side by Side.
Was this article helpful? Leave us a like!
