Avis has launched its first European TV campaign in 60 years. Entitled “Unlock the World,” it brings back the brand strapline “We Try Harder,” which became popular with Avis’ campaign in the early 1960s, says the company.
The campaign’s message is that Avis provides cars and gives customers the opportunity to unlock unforgettable experiences, says the company.
"This is a really exciting time for Avis as we set out to re-energize the iconic 'We try harder' strapline in a way that is relevant and aspirational for today's audience,” said Rebecca White, brand director for Avis. “The new 'Unlock the world' campaign will inspire anyone with a love of travel and great cars to reappraise what car rental is all about. …”
The TV campaign first aired in the U.K. on June 24 during the World Cup match between England and Costa Rica.