A Drive on the Wild Side: Hill, Holliday’s Ads for Budget Hype Special Models

BOSTON-“Get out of the ordinary” is the rallying cry of a $13 million ad campaign for Budget Rent a Car Corp. created by Hill, Holliday, Connors, Cosmopulos. Four TV commercials by the Boston agency for the Lisle, Ill.-based company break this week and are the shop’s first ads for the client.
Even though less than 25 percent of Budget’s fleet is comprised of specialty vehicles, the spots play to people’s desire to be someone they’re not by renting a different kind of vehicle: the young-at-heart oldster who leases a sporty convertible, the playboy who cruises the Los Angeles theater district in a Jaguar or the businesswoman who tosses her luggage and personal computer into the back of a Ford Ranger. One ad, featuring a Harley-Davidson motorcycle, is expected to run only in those markets where stock would keep pace with demand.
“Consumers are intrigued by the opportunity to drive something fun, exciting and perhaps even a little different from what they normally drive. At Budget, we offer customers the chance to explore their more emotional and adventurous side through our specialty vehicles,” said Mark Sotir, senior vice president of marketing at Budget.
The 10-week media buy includes prime time spot TV and spot radio in nine key markets: New York, Boston, Chicago, Dallas, Denver, Los Angeles, San Francisco, Atlanta and Orlando, Fla. Major market newspaper ads will promote several value-priced offers such as the Budget VIP Pickup.
The campaign was developed by Hill, Holliday creative directors Dave Gardiner and Mike Sheehan working with art director Chris Poulin and copywriter George Goetz.