Analyzing the "We Try Harder" Campaign by Avis

Creativity

The "We Try Harder" campaign by Avis is lauded for its creativity. Introduced in 1962, the slogan ingeniously flipped Avis's status as the second-ranked car rental company into a positive attribute. It conveyed humility and determination, engaging customers with a promise of dedication and superior service.

Popularity

The campaign quickly gained traction and became one of the most iconic advertising slogans of the 20th century. It resonated deeply with the public, leading to increased brand loyalty and awareness. The slogan's simplicity and relatability contributed significantly to its widespread popularity.

Affect

"We Try Harder" had a profound emotional impact on consumers. The message communicated a commitment to customer satisfaction and a willingness to go the extra mile, which endeared Avis to its customer base. It instilled trust and fostered a sense of reliability and earnestness that appealed to consumers on an emotional level.

Uniqueness

The campaign was unique for its time, as it openly acknowledged the company’s position in the marketplace without shying away from being second to Hertz. Instead of portraying this as a weakness, Avis turned it into a competitive advantage. This honesty and straightforwardness set the campaign apart from the often grandiose and perfection-seeking ads of that era.

Creator

The genius behind the "We Try Harder" campaign was the advertising agency Doyle Dane Bernbach (DDB). The campaign was a collaborative effort, with William (Bill) Bernbach, a co-founder of DDB, often credited for his pioneering work in advertising that leaned heavily on frankness and emotional appeal.

Comprehensive Elements for an Article on the Campaign

An article about the "We Try Harder" campaign should cover the following elements for an American talents project:

1. **Introduction & Context:

   • Brief overview of the campaign.
   • The market context at the time of the launch, focusing on Avis's position as the second-largest car rental company.

2. Creative Concept:

   • Explanation of the slogan “We Try Harder.”
   • How the campaign turned a potential weakness into a strength.
   • Discussion of the creative process and innovative elements.

3. Impact on Popularity:

   • How the campaign resonated with the American public.
   • The growth in brand recognition and customer loyalty as a result.
   • Notable moments or anecdotes illustrating the campaign’s reach and influence.

4. Emotional & Psychological Impact:

   • Analysis of the campaign's psychological appeal.
   • Testimonials or stories from customers and employees reflecting the emotional connection.

5. Uniqueness in Advertising:

   • Comparison with other advertising campaigns of the era.
   • Distinctive features that differentiated "We Try Harder" from contemporaneous campaigns.

6. Creation & Inventors:

   • Background on Doyle Dane Bernbach (DDB) and their advertising philosophy.
   • Highlighting the role of Bill Bernbach and the creative team behind the campaign.

7. Legacy & Influence:

   • The campaign’s lasting impact on advertising strategies.
   • Influence on other brands and the car rental industry.
   • The evolution of Avis’s branding and marketing strategies since the campaign's introduction.

8. Visual & Media Elements:

   • Description of accompanying visuals, advertisements, and media strategies used in the campaign.
   • Examples of print ads, TV commercials, and promotional materials.

9. Conclusion:

   • Summary of why "We Try Harder" remains a significant landmark in advertising history.
   • Reflection on the campaign's enduring principles and lessons for future marketers.

By including these elements, an article about the "We Try Harder" campaign can provide a thorough and engaging examination of one of the most successful and beloved advertising campaigns in history.