PARSIPPANY, N.J. -- Budget Rent A Car System Inc. today announced the launch of a humorous national advertising campaign promoting discounted rates.

The new campaign is Budget's first since its acquisition by Cendant last November. The television ads, a product of Budget's new advertising agency McCann-Erickson, are targeted to adults 25-54 and feature promotional rates intended to increase leisure and business rentals during the spring and early summer travel months.

Programming is set to run in several flights on national cable and broadcast network programs over the course of the year, including a mix of early-morning, prime time and sports. Examples of these include: Law & Order, CSI Miami, the NBA and NHL playoffs, Major League Baseball, and cable networks such as FX, TBS, TNT, USA, ESPN and MSNBC.

One of the new 30-second spots is targeted at the leisure traveler. It features a woman who is shocked to learn through a phone call that her daughter has just eloped in Las Vegas. What would drive her to do such a thing? The answer: Budget's $22 weekend day rates.

"We are very excited about the new ads," said Scott Deaver, executive vice president of marketing for the Cendant Car Rental Group. "Our goal was to convey Budget's commitment to great value and reliability and we accomplished that successfully ...with a little humor too."

The rates currently featured in the television ads are valid through July 9, 2003 and are subject to availability.