Integrated marketing, advertising and communications agency, BJL, is today pleased to unveil a series of eight new idents for Isuzu, as the ‘Pick Up Professionals’ brand announces a season long sponsorship of Rugby League on Sky Sports.

Featuring a combination of live action and faux voice over commentary, two 15 second and six 5 second idents will feature an Isuzu pick-up truck interwoven into a number of Rugby League match play scenarios. With strong brand awareness and sales amongst rural communities and agricultural professions, Isuzu’s first venture into broadcast activity forms part of a strategy to increase visibility and purchase consideration amongst urban based tradesmen and SMEs.

Commencing from Friday 28th February, the season long tie up with Sky Sports’ Rugby League coverage will include branded ownership of all live games, as well as popular magazine shows including: Boots n All, Super League Super Stars, Super League Fulltime and Super League Backchat. The sponsorship will also extend across Sky Sports VOD service as well as Sky Go and the Rugby League pages of Skysports.com.

Tom Richards, Creative Director at BJL said of the campaign:

“The simple fact of the matter is, pick-up trucks are way cooler than white vans, something we wanted to get across to an audience of Rugby League fans. We didn’t want to ram all the benefits of a pick-up down viewers’ throats, so instead opted to recreate a number of in-play scenarios giving the Isuzu the opportunity to simply show off its moves.”

Haydn Davies, Group Marketing Director for Isuzu UK, added:

“The Isuzu brand and D-Max range has been performing extremely well in the countryside where a growing customer base has taken to its combination of power and build quality, a level of understanding we felt we had the opportunity to begin extending to a wider audience. With our first venture into broadcast for the brand we were keen to use the opportunity to reach a targeted audience with a clear message about the vehicles benefits over the run of the mill white van, something we feel BJL has been able to capture effectively with their latest creative work for us.”