This new spot, from VCCP, is shot in black-and-white and is based on a simple premise: unlock a rental car and you 'unlock the world.' The 'we try harder' tag was originally created in the mid-1960s and returns here.
For an industry that hasn't seen good advertising since that line was originally penned within the walls of DDB in 1962, this is a refreshing jolt. It's running in the UK. Hopefully, the US grabs it up — though recently, Avis US dropped the iconic line in favor of the vanilla-flavored "It's Your Space."