Though the ads never said much of anything about why Isuzus are in fact good cars, sales and awards accrued. The ads succeeded as parodies of how oily and Satanic car commercials are. They invited viewers to congratulate Isuzu’s ads for being ironic, to congratulate themselves for getting the joke, and to congratulate Isuzu Inc. for being “fearless” and “irreverent” enough to acknowledge that car ads are ridiculous and that Audience is dumb to believe them.
