Created by the ad agency Della Femina, Travisano, and Partners, and directed by Hollywood director Graham Baker,[1] the segments aired on American television in 1986–90, reaching their zenith in 1987 after the character was featured during Super Bowl XXI.

Joe Isuzu's satire of the advertising and automotive sales business met with some resistance within those industries among those who felt the character reflected poorly on them.

[4] The campaign was resurrected briefly in 1999 and continued until 2001 to promote several cars such as the Isuzu Axiom.

"[7] Leisure reprised his role as Joe Isuzu in a 1992 A&W Cream Soda commercial.

[8] The same year, Leisure reprised the role in a series of mock endorsements of Mitt Romney's 2012 presidential campaign.