Isuzu has found an unexpected way to promote the new D-Max EV, teaming up with the upcoming Masters of the Universe film for a new dealer and social media campaign.
The collaboration links the all-electric Isuzu D-Max with the new live-action film from Amazon MGM Studios and Mattel Studios, which arrives in UK cinemas on 5 June. Quite what Skeletor would make of a one-tonne electric pickup is unclear, but Isuzu is leaning fully into the power theme.
The campaign will run through Isuzu retailers and across social media channels from early May, with customers and film fans offered the chance to win a holiday to Eternia Reykjavik, along with Masters of the Universe merchandise goodie bags.
Isuzu says the tie-in focuses on the similarities between the D-Max EV’s capability and the “other-worldly powers” of the Masters of the Universe characters. Taglines being used in the campaign include “Discover true power”, “The power and the glory”, and “A fully electric, fully capable warrior”.
That last one is doing quite a bit of work, but at least Isuzu is not being shy about the D-Max EV’s positioning.
The D-Max EV is significant for the UK pickup market because it promises to keep the same core working credentials as the diesel model, albeit with a more limited range. Isuzu says the electric version will offer a payload of more than one tonne and a 3.5-tonne towing capacity, which are the numbers fleet and business users will be watching far more closely than any film tie-in.
The new film sees Prince Adam return to Eternia after being separated from it for 15 years, only to discover that his home has fallen under the rule of Skeletor. To save it, he joins forces with Teela and Duncan, better known as Man-At-Arms, and embraces his destiny as He-Man.
George Wallis, head of marketing at Isuzu UK, said: “The new Masters of the Universe film is electrifying: it’s power-full, exciting and new, just like the Isuzu D-Max EV. Isuzu UK is delighted to enter this partnership with Amazon MGM Studios, featuring the first ever fully electric, fully capable 4×4 pick-up with over one-tonne payload and 3.5 tonne towing capacity, albeit not with all the abilities of He-Man.”
That final disclaimer is important. The D-Max EV may tow 3.5 tonnes, but there is still no official confirmation that it can lift Castle Grayskull, defeat Skeletor or shout “I have the power!” without invalidating the warranty.
For Isuzu, though, the campaign gives the electric D-Max a bit of mainstream attention at a time when the UK pickup market is changing fast. Diesel is still the default choice for most working users, but electric pickups are moving from motor show curiosity to showroom reality.
Whether He-Man is the obvious route to convincing UK pickup buyers remains open to debate. But as attention-grabbing launch campaigns go, it is certainly more memorable than another press photo of a truck parked next to a pile of logs.
