 Played by actor David Leisure, Joe Isuzu was a pathological liar who made outrageous and overinflated claims about Isuzu’s cars, with one commercial even casting him as the Boy Who Cried Wolf.The campaign was resurrected briefly in 1999 and continued until 2001 to promote several cars such as the Isuzu Axiom.A decade after Isuzu exited the U.S. market, Leisure reprised the role for a 2018 commercial for Johnny5ive, an Isuzu Trooper repairman.