Isuzu Australia is launching its safest ever light truck with a new campaign via Fenton Stephens.

The new Isuzu N Series is packed with high-tech safety features that make Australia’s roads safer for all users. So rather than having typical truck drivers sing its praises, this campaign employs doppelgangers of road users who see themselves in close calls that are averted thanks to the N Series’ safety smarts. The result is a series of television and online videos that are far more emotive than most truck ads.

The television commercials will also be supported with a full suite of other mediums, including print, outdoor, radio and digital executions.

Says Alex Fenton, chief creative officer, Fenton Stephens: “When a new truck launches, there’s always a temptation to focus on the technology rather than the human benefits it provides. Working closely with the Isuzu team, we were able to arrive at a solution that dramatises what is really at stake on our roads and brings it to life in an unexpected, powerful way.”

Says Sam Gangemi, marketing and advertising manager, Isuzu Trucks: “At Isuzu, safety is always front-of-mind for us and the new N Series is a great leap forward in helping protect everyone on our roads, not just Isuzu drivers. So it’s a really exciting product and the work reflects it perfectly. It’s safe to say we’re very proud of this new campaign.”