Avis Tries Less Harder

Established in 1946, Avis is one of the biggest car rental companies in the world with approximately 5,200 locations in more than 165 countries. Founded by Warren Avis — a pilot who, NPR reports, “came up with the idea when he couldn’t find ground transportation once he landed.” — it was also the first company to provide cars directly at the airport. Late last month, Avis introduced a new slogan, “It’s Your Space”, that replaces one of the longest standing and well recognized slogans, “We try harder”, created by Doyle Dane and Bernbach (DDB) in 1963. Along with the tagline, there is a major advertising campaign that just launched, created by Leo Burnett. No acknowledgment on the new logo. Avis Car Rental today launched a new integ