Aw, bad times. The new CMO of Avis has decided that the company needs a break from trying so hard all the time. They have changed the tagline was first created by DDB copywriter Paula Green 50 years-ago. ‘We Try Harder’ went on to define the brand and became an iconic campaign that every ad student, ever, studies at some point.
The new tagline is ‘It’s Your Space’ and the company is now targeting businessy folk that do business type things.
This makes me sad. The only reason I ever even thought of Avis was that tagline. Sure, there’s little to differentiate them from the other companies in their space, but that tagline was such an earnest thing to say, in a sea of marketing-speak, that it was easy to feel some affection for their attempt at human speech. ”It’s Your Space” is either meaningless or just plain untrue. I’m in “my space” right now and it’s not a rental car.