Advertiser: Avis Rent A Car Inc.
Agency: Bates USA, New York
Challenge: Distinguish Avis from competitors by touting personal service.
The Ads: Two television spots examine ways in which Avis employees--as the company's familiar slogan states--try harder. In a spot promoting Avis' preferred service, a clerk prepares a customized map for a harried rental car customer, thus presenting Avis as technologically advanced and helpful. A spot for Avis' "rapid return" service makes a similar point. In it, a clerk uses a hand-held electronic device to process a customer's bill, and then helps the customer with his suitcases.