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COMPLIMENTARY BUTTON FROM AVIS RENT A CAR Avis rents all makes of cars ... features Fords
In 1963, Avis, the rental car company launched the "We try harder" campaign against its rival Hertz’s. The ad emphasized Avis's No. 2 status in car rental business and portrayed itself as an underdog fighting against the powerful rival who dominated the industry. The ads drew a lot of attention to Avis and was listed in the AdAge Top 100.
The rivalry between Avis and Hertz was dramatized by the TV show Mad Men.