The Many Lies Told By Joe Isuzu

There was once a bold faced liar named Joe Isuzu who starred in car commercials from 1986 to 1990, a character meant to make buyers trust Isuzu by reminding them how sleazy some car dealers can be.

Joe was played by comic actor David Leisure, a guy who really seemed to embody the role, and even though the commercials were ironic their effect on 80s pop culture was for real.

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As a young comedy geek I loved repeating Joe Isuzu lines in the schoolyard, and even though Isuzu dealerships feared poking fun at their salespeople was the wrong way to go sales spiked when Joe’s ads hit the airwaves.

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