“Every year the people of North Africa bear witness to the grueling Paris-Dakar Rally,” the voiceover says, as locals are shown noting all the new details of the Trooper passing through, like dual airbags and leather seats.
Isuzu utilized the pricey airtime during Super Bowl XXIX (which cost $1.1 million for just 30 seconds) to capitalize on their success in the Paris-Dakar Rally in 1994. Their Trooper truck had emerged victorious in the Marathon class.
Original ad below.
Ad agency: Goodby, Silverstein & Partners
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