Avis Rent a Car, Inc.: We Try Harder campaign

In 1962 Robert Townshend took the reins as CEO of Avis Rent a Car, Inc., a company that had not posted a profit in 15 years.

Avis Rent a Car, Inc.: We Try Harder campaign

William Baue

Overview

In 1962 Robert Townshend took the reins as CEO of Avis Rent a Car, Inc., a company that had not posted a profit in 15 years. He stipulated that he have a free hand in exchange for a promise to turn around the company. Realizing the power of advertising to give a spin to a brand's image, he contacted half a dozen ad agencies with an unusual proposition: "I have $1 million to spend, and I need $5 million worth of impact." All but one laughed. Bill Bernbach...

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