New Chapter for Avis Car Rental

Leo Burnett convinced Avis to drop its 50 year old tagline "We Try Harder" to go with "It's Your Space". Here's some of the new spots.

Advertising is changing and we are seeing a lot of the great original advertising people's work start to disappear. Below is a little information on where the tagline originally came from.

"The tagline was penned by DDB copywriter Paula Green and was actually rooted in the response that Bill Bernbach, the co-founder of DDB, helped elicit from company management when asking why anyone ever rents a car from them. "We Try Harder" then became a promise that Avis was making to consumers about the quality of its service, as well as a way to elevate the brand's status despite being the second-largest car rental company behind Hertz."

The rest of the Ad Age article goes into why the new Avis CMO thinks change is necessary. Whether she is right or bat shit crazy is up to you.

To read the full Ad Age Article click here.