Ad of the Day: Hertz

Can you now rent Lightning McQueen from Hertz? Well, no. Race cars are still not available in the rental company's inventory. But Hertz is offering the next best thing—Owen Wilson, who voices the arrogant yet well-meaning sportster in Cars (and the upcoming Cars 2) and now brings his gleaming automotive pedigree (via voiceover) to the company's new global campaign from DDB, New York. The theme of the effort is "The Gas and the Brake," and it divides the universe into two types of people—those who are the gas (more aggressive, exciting, adventurous) and those who are the brake (conservative, reserved, more of a planner). Check out the nicely art-directed, 60-second introductory spot below. The concept is a nice personality-driven hook on which to hang the marketing—although the relevance to Hertz's actual offerings remains a little unclear. Hertz CEO Mark P. Frissora says the company "understands each customer is different, some of us are the Gas and some are the Brake, and offers flexible solutions to meet the variety of different travel and transportation needs." But how, exactly, does Hertz cater differently to outgoing people versus reserved people? By letting you book well in advance (for the planners) or on the spur of the moment (for the impulsive)? That doesn't seem to be much of a salient point. The spot doesn't really explain it either, with Wilson saying simply that no matter if you're the gas or the brake, "you always find your way." Perhaps it's as simple as reassuring travelers—who are often stressed out—that they're always going to be right, no matter their personality or travel habits. In any case, the dichotomy sets up opportunities for fun online games and the like. The campaign also introduces "Horatio," Hertz's new brand ambassador, a little yellow cartoony guy who's meant to be the "lighthearted embodiment of Hertz and the customer experience it provides." Now, let's see if he pops up in Cars.