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We Try Harder
Avis · 1962
- Agency
- Doyle Dane Bernbach
- Campaign
- We Try Harder
Analysis
The headline admits Avis is second in car rentals. The copy turns that position into a reason to expect better service.
underdog positioninghonest admissionspecific proof
Why it worked
The admission makes the promise credible. Concrete details explain what trying harder means for a renter.
Lesson
Turn a disadvantage into a customer benefit, then prove it with specific actions.