Word: avise
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When Hertz gave its $7,500,000 account to the agency, the new strategy was almost immediately apparent to Ally. "Up to then," he says, "this had been a one-sided dialogue." Along with turning it into an argument, Ally also set out to see whether Avis' innuendoes-that...
For three years, Hertz Corp., the No. 1 company in the U.S. car-rental field, stood stolidly by while Avis Inc., No. 2, successfully needled away with its "We try harder" advertising campaign. But no longer. Now Hertz, having changed ad agencies, is trying to turn Avis' own theme...
Get Tough with Avis. Hertz's punch has already received a response from Avis. As written by Doyle Dane Bernbach, the latest Avis ad reads in part: "They've come out with a get-tough-with-Avis campaign. Why?" Avis suggests that it is "because No. 1'...
Eyeball to Eyeball. Ally's returning ads partly spoof those for Avis by Doyle Dane, partly press Hertz prowess. One television commercial, for instance, shows a "We try harder" balloon deflating slowly while a voice ticks off Hertz's advantages in available cars, widespread locations and electronic reservation...
With the Hertz campaign only seven weeks old, cash-register results so far are inconclusive, but Ally is pleased that mail is running 9-1 in favor of the ads. Like Doyle Dane, he admits that what he calls "an eyeball-to-eyeball, nose-to-nose" confrontation will be good...