It seems that AVIS rental cars kicked off one of the funniest campaigns in years immediately after their stock tumbled. Maybe the ads have been airing prior to the crash, but I only started to see them recently. Either way it's got to be tough to differentiate yourself among rental car companies. At the end of the day, who really cares about their rental car? For the average annual or semiannual vacationer I find it hard to believe that anyone cares about the car. I know from experience, price is my only concern.
However, AVIS decided to solely focus on their core competencies...business travelers. Their TV spots feature a boring, sad, long term parking lot with an ugly late model 90's car. The VO is from the car's POV and imitates a sad, lonely wife whose husband is out "traveling" but in reality, cheating on her. The copy is perfect and the visual works beautifully. It's funny, easy to get, and clearly makes you think AVIS is hot, young, and exciting. I cannot think of another way to get that point across without insulting the audience. Bravo AVIS, Bravo.
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