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26-JUN-2024 | Avis’ “Avis Needs You” Ad

Author

Dan Bogachek
June 26, 2024

Avis’ “Avis Needs You” Ad

Avis needs you. You don’t need Avis. Avis never forgets this.

We’re still a little hungry.

We’re only No. 2 in rent a cars.

Customers aren’t a dime a dozen to us.

Sometimes, when business is too good, they get the short end and aren’t treated like customers anymore.

Wouldn’t you like the novel experience of walking up to a counter and not feel like you’re bothering somebody?

Try it.

Come to the Avis counter and rent a new, lively super-torque Ford. Avis is only the No. 2 in rent a cars. So we have to try harder to make our customers feel like customers.

Our counters all have two sides.

And we know which side our bread is buttered on.

  • Grade 1 on the Hemingway App.

  • Repetition right in the hook.

  • Lots of “you.”

  • They spin their weakness into a boon for the customer.

  • Soft call to action — “Try it” — to get the imagination going for later on. But it’s really an awareness ad. Note, the call to action is in the middle — not the parting message.

You glance at your watch.

It’s 6:28. You’ve been at it since 3.
Crap. Your hot date is at 7. Running late. Sink shower it is.
Nowhere close to done editing…

“…at least all the ideas are laid out, so there’s that. Did I miss anything? I don’t think so? Ok, but how do I make it flow? I need to get the final draft to Stacey for design asap, team cutoff is at noon Thursday…”

You’ve spent dinner completely distracted. Your date just took off. You go home exhausted, plod to your desk, and crack open the laptop.

Or… it could go like this:

5:41 — you’re out of the shower and lip-syncing.
6:17 — dressed to the nines and zenned out.
7:03 — the sunset glints off your aviators as you smile hello.
8:36 — it actually feels like you’re hitting it off. Not just hot, funny to boot.
Next morning, 10:27 — polished draft ready in your inbox.
10:31 — Stacey messages back, “thanks, looks good!”

The difference?

You had Copygloss handle it yesterday afternoon.

For help with editing, email Dan:
[email protected].