We Try Harder

Red text over an illustration of a red, white and blue striped ribbon on a white background.   

In 1963, Avis rental car company launched the "We try harder" campaign against its rival Hertz, whose campaign was "We try hard". The ad emphasized Avis's competitive status in car rental business and portrayed itself as an underdog fighting against the powerful rival who dominated the industry.

Awareness ribbons, the curved and looped small piece of ribbon design, are symbols mean to show support or raise consciousness for a cause. The red, white, and blue colors of the ribbon illustration are the colors of the U.S. flag and likely support a patriotic cause or holiday.