At 438, we’ve never shied away from difficult conversations like mental health. That’s why, on today, World Mental Health Day, we’re excited to unveil our new purpose-driven campaign for Isuzu UK.
The new ad, debuting on ITV4 today and running throughout October, aims to inspire achievable positive actions for better mental health and wellbeing. It centres around having open conversations and shows how travelling in a vehicle can help make those difficult discussions a little bit easier.
It was created after Isuzu excelled in ITV’s first Head First award scheme, which promotes advertisers focusing on mental wellbeing. The brief was to communicate the importance of improving mental health to the nation, and we immediately recognised the fit with our longstanding client, Isuzu, who already champion wellness in many ways. Their loyal customer base is undoubtedly a market where having difficult conversations doesn’t come easy and therefore, encouraging our core audiences to support their mental wellbeing is an essential message to endorse.
In the first scene, the main character, ‘Max’, notices his colleague is troubled and gestures for him to join him for a short journey in his truck. In the second scene, Max comforts his mum while they spend time together in the pick-up. The final two scenes show Max with his children. The pivotal moment occurs when Max himself receives support as he opens up, side by side, with his son.
We believe it’s highly effective in showing how conversations had in a vehicle, 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, can have a positive effect on wellbeing and mood.
Our #sidebyside idea was awarded match funding for up to £250,000 of airtime on one of ITV’s channels and the campaign will be integrated across all brand touchpoints and become an integral part of Isuzu’s social purpose.
Launching this campaign, which has been a true team effort, feels like a huge accomplishment. We’re so grateful that Isuzu wholeheartedly trusts us to deliver a campaign that supports its purpose and values. This reinforces our commitment to supporting our customers’ needs and shows that, as a team, we truly care about making a positive difference in people’s lives.
Most importantly, 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’ll have been worth it.
Commenting, Isuzu’s head of marketing, George Wallis, said: “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.”