By Gillian West

Car rental brand Avis has brought back the iconic ‘We try harder’ strapline for its first EMEA TV campaign created by VCCP.

The work gives the breakthrough strapline of the mid-1960s new meaning for 2014 and beyond and sees Avis ‘Unlock the World’ as it communicates the message that Avis isn’t just in the business of hiring cars, it gives customers the freedom to unlock unforgettable experiences too.

“This is a really exciting time for Avis as we set out to re-energise the iconic ‘We try harder’ strapline in a way that is relevant and aspirational for today’s audience,” explained Read full story ›

Source: The Drum