Avis Car Rental launches first TV campaign in 60 years
Avis Car Rental launches first TV campaign in 60 years and brings back iconic 'We try harder' strapline
Avis, the premium car rental brand, has launched its first European TV campaign in sixty years.
The campaign, called Unlock the world, was created by VCCP. It brings back the revolutionary brand strapline 'We try harder', which was made famous with Avis's breakthrough campaign of the early 1960s, one of the most iconic and successful advertising campaigns ever.
The new work gives the 'We try harder' strapline new meaning for 2014 and beyond, as well as launching the campaign idea of Unlock the world. The message is that Avis isn't just in the business of hiring cars; Avis gives customers the freedom to unlock unforgettable experiences. Whether it's winding along the coast of the Italian Riviera in a Porsche 911 or an intrepid trip to the wild, dusty roads of the Australian outback, with 5,450 rental stations in over 165 countries worldwide Avis really can unlock the world for their customers.
"This is a really exciting time for Avis as we set out to re-energise the iconic 'We try harder' strapline in a way that is relevant and aspirational for today's audience. The new 'Unlock the world' campaign will inspire anyone with a love of travel and great cars to reappraise what car rental is all about. The campaign also importantly supports the premium positioning of the brand and the pride we have in delivering outstanding customer service wherever you may find yourself in the world." Rebecca White, Avis Brand Director.
The TV spot was shot in black and white by Academy's Swedish director Marcus Söderlund. The shoot was over three days in Chile, a location that offered the terrain the director sought to show the sheer variety of experiences that hiring a car from Avis can open up to their customers. Of the epic end shot, Marcus commented: "We chose this road in the Andes, Embalse El Yeso, because we wanted an amazing landscape that could give a sense of limitlessness, and create the kind of scale that could communicate unlocking the world. El Yeso gives that sense of epic scale; the terrain is like something out of Star Wars". The shoot involved 16 llamas, one deer, one horse, an iguana and 32 cars ranging from a Fiat 500 to a Porsche 911. The action is set to 'Let's Go Fly a Kite', from the soundtrack to the Disney film Mary Poppins.
The TV is accompanied by a spectacular press campaign, also shot in black and white by Samuel Hicks, who was influenced by iconic American landscape photographers such as Ansel Adams. Samuel travelled with the TV crew to capture often unexpected visuals as they happened in front of the lens.
The new above the line campaign breaks on June 24th in ITV’s coverage of the World Cup England vs Costa Rica game live from Brazil, and will be seen by an estimated 14 million people in the UK on launch. The 60-second launch spot will be supported by 30” and 40" TV, VOD, press and digital.
Synopsis of TV ad
The 60-second spot was shot in Chile, South America in dramatic black and white.
We open on a car park. Walking into this space we find our hero – a cool guy with a laid back style, carrying a weekend bag. He does that thing we all do – the lazy thing of clicking the car keys to let your car find you rather than vice versa. Only instead of one car's lights flashing, every single car flashes in unison.
As if in response to a new click of a fob we cut wider to reveal an Audi A5 Cabriolet, indicators flashing as it unlocks, scattering a flock of birds into the air. We cut to a Range Rover parked on a beach, the waves crashing and breaking behind. Then a snow covered road, a VW Golf unlocks framed by snow laden trees. Next a BMW x6 is parked in a jungle location, surrounded by palm trees, as a jungle plane flies overhead. Its indicators flash as it opens.
We then see a cowboy sitting upon a horse – he does not stir as a VW Passat flashes its lights. The headlights highlight an iguana crawling along the ground. We cut to a shooting star flashing across the night sky as a group of people standing on the rooftop of a van in a desert, look up at the stars. Another vehicle unlocks in the foreground. We cut to a city at night with a Porsche 911 in the foreground; the whole city lights up as the car unlocks and the indicators flash. Finally, we see the inside of a Mercedes C200 as our hero drives along an epic mountain road. We cut to a graphical high shot looking down on our Mercedes as it glides through the stunning mountain landscape and drives off into the distance leaving a cloud of dust.
We see our titles. Unlock the world. Avis. We try harder.
Project name: Avis Unlock
Creative agency: VCCP
Creative Director: Jim Thornton
Copywriter: Kieran Knight
Art director: Veryan Prigg
Planner: Michael Lee/ Ayla De Moraes
Vice Chairman: Julian Douglas
Account Director: Kezia Quinn
TV Producer: Larissa Miola
Media Agency: Maxus
Production Company: Academy
Director: Marcus Söderlund
Post-production: TBC Audio post-production: TBC
For further information please contact Katherine Levy at VCCP on 07912 415 880.
About the iconic 'We try harder' campaign
The famous 1960s 'We try harder' campaign created by DDB, illustrated a basic underlying sense of honesty that not only appealed to customers, but also proved a rallying cry for staff and management alike. In just four years, Avis had overhauled every facet of the business, and increased market share from 11% to 34%. The 'We try harder' campaign set Avis up as the ultimate challenger brand and set a new precedent for the whole car rental category. Advertising Age magazine ranked it number ten amongst the top 100 Advertising campaigns of the 20th Century.
Avis Car Rental operates one of the world’s best-known car rental brands with approximately 5,750 locations in more than 165 countries. Avis has a long history of innovation in the car rental industry and is one of the world's top brands for customer loyalty. Avis is owned by Avis Budget Group, Inc. (NASDAQ: CAR), which operates and licenses the brand throughout the world.