What is even weirder is that there were nothing but guys in the meetings (save one woman in each of

Aw, bad times. The new CMO of Avis has decided that the company needs a break from trying so hard all the time. They have changed the tagline was first created by DDB copywriter Paula Green 50 years-ago. 'We Try Harder' went on to define the brand and became an iconic campaign that every ad student, ever, studies at some point.
After five decades, the We Try Harder tagline that s been synonymous with the Avis car-rental brand is being shed in favour of a new one. This week, the company rolls out a new ad campaign and a new tagline: It s Your Space,
Now that I ve seen the spots the campaign is boys in their cars making the big presentation, going to trade shows and picking up wifey and the kids in the convertible for a bizcation. Two of the spots are positively fratty .
What is even weirder is that there were nothing but guys in the meetings (save one woman in each of the spots). Er .don t women rent cars and attend business meetings? FYI, the new CMO is female, which makes it even stranger.
This is a total head-in-the-sand, get the new marketing guy to fix it answer to what s ailing Avis. As a lifelong brander and advertising practitioner, I believe in the power of marketing, but a campaign alone (or the magic of social-digital engagement alone) cannot fix all the issues of a company that has lost its way (the JD Power and Zagat ratings tell the story).
. I remember cruises in hawaii the ads in the 80 s pitching Avis as the #2, behind Hertz and they were trying harder to be #1, it really connected this was more than a tagline it was the way they ran the company .at least in the mind of consumer anyway.
Mark Pigou writes ..  This is one of my occasional updates aimed at keeping you informed about the various events and media we are producing that may be of interest to you in the fields of Internet Retailing , Social Media and Digital Signage, DOOH Digital cruises in hawaii Place Based Media.
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