438 Partners with Isuzu for New Mental Wellbeing TV Campaign

Brand communications agency 438 Marketing has created a brand-new purpose-driven campaign for Isuzu UK, to inspire attainable positive action towards better mental health and wellbeing.

The campaign has been created following Isuzu’s success in ITV’s inaugural Head First award scheme, which encourages advertisers to shine a spotlight on mental wellbeing. 438’s #sidebyside idea for the pick-up vehicle brand was announced as a runner up in the competition and has been awarded match-funding for up to £250,000 of airtime on one of ITV’s channels. It has also been developed into a fully integrated campaign.

The new TV advert, which first aired on ITV4 during World Mental Health Day 2024 (10^th October), centres around a key message of talking side by side and shows the value of inciting meaningful conversations while travelling in a vehicle. Reinforcing its significance, the campaign demonstrates that having important conversations in the safe confines of a car is inclusive – benefitting everyone from co-workers to family and friends.

In the first scene, the main character ‘Max’ notices his colleague is troubled and, without prompt, gestures for his co-worker to join him for a short journey in his truck; a second scene sees Max comforting his Mum during their time together in the pick-up vehicle, and in the final two scenes are Max is with his children. The pivotal moment is when Max himself is supported when he is given the opportunity to talk – side by side – with his son.

The TVCs will run throughout October alongside social media, digital, email, printed literature, POS and experiential activity.

Commenting, Helenka Hodnett, Managing Director at 438, said: “ITV’s Head First award brief was to champion and communicate to the nation the importance of taking steps towards better mental health and wellbeing, through the creation of an on-air spot. We immediately recognised the fit with Isuzu, as they already champion wellness in lots of ways, and their audience could be considered one that needs a nudge when it comes to talking.

“Bringing the whole idea to life has been a true team effort, and we’re so proud to have created the campaign. We have a longstanding working relationship with Isuzu, which spans more than 10 years, and they wholeheartedly put their trust in us to deliver a campaign that supports their purpose and values. We’re confident that the campaign will inspire positive change and conversation; even if it helps just a handful of people struggling with their mental health it’s been worth it.”

Isuzu’s head of marketing, George Wallis adds: “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 is something truly inclusive, which the campaign achieves.

“The advert is highly effective in showing how conversations while in a vehicle can have a positive effect on wellbeing and mood; serving as a refuge for conversation, in a safe space to talk with the distraction of the road ahead and without the pressure of eye contact.

“We were overjoyed to have been chosen as a runner up in ITV’s Head First initiative and to be putting this fully integrated campaign live is a huge sense of achievement, that we can be giving something back to a nation that’s supported our brand over the years.

“The campaign will include all brand touchpoints and become an integral part of our brand’s social purpose. It reinforces our commitment to supporting our customer’s needs and that as a team we really care about making a positive difference in people’s lives.”

Watch the TV advert here: