By Katy Eckmann
ATLANTA–In a new television spot for National Car Rental Systems, Harris Drury Cohen takes a light-hearted jab at social protest groups to express the Edina, Minn., company’s message, ‘Save the Money.’
The commercial opens on a group of robed individuals chanting and toting signs that read ‘Save the Universe.’ The next scene shows a clique bent on botanical protectionism, then a cast of retro-garbed dissidents crying out on behalf of the entire 1960s decade.
Finally a male voice asks, ‘Looking for something to save? How about this–Save the Money.’ He goes on to describe National’s ‘Spring Saving Days,’ whereby travelers can lock in on lower spring rates for summer. Toward the spot’s end, a longhaired man warns that the special offer will not last with a placard stating ‘The End Is Near.’
‘In the past, (National’s) work has been very positioning-focused,’ said Harris Drury Cohen (HDC) partner Stan Harris. ‘We still need to do (branding), but this is definitely a spot designed to make the phone ring.’
HDC co-creative directors Richie Kahn and Mike Tesch collaborated on the television commercial, which broke last week on national cable TV channels and in spot markets. Western International Media, New York, placed the media. Mary Beth Williams was the account leader, Jeff Weiser was the director.
The Fort Lauderdale, Fla.-based agency was given the assignment shortly after Carmichael Lynch, Minneapolis, resigned National’s
$18.3 million account (Adweek, March 10). The client currently does not have an agency of record, although it has worked with Lyon Studios in Newport Beach, Calif., which produced the HDC commercial.
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