Decathletes Dan O’Brien and Dave Johnson, whose quest for Olympic gold was documented in ads for Reebok, are recreating their friendly competition for Ryder System.
Ryder’s truck rental division today launches a $10-million campaign through Ogilvy & Mather/N.Y. in which Dan and Dave are the foil announcing Ryder’s new $25-million computerized reservations system.
The new TV spot opens with Dan and Dave preparing for a race. As the starting gun goes off, Dan races to Ryder, where he is quickly shown to his truck while Dave wades through the manual application process at the competition.
The spot will dominate Ryder’s national media schedule through the peak moving season, which ends in August.
Copyright Adweek L.P. (1993)
Get Adweek's Brand Marketing Daily Newsletter in your Inbox
Today's highs and lows of creativity