Enterprise Ready to Roll Out TV Spot

NEW YORK Paige Davis, host of the hit home-redecorating show Trading Spaces, stars in Enterprise Rent-A-Car’s upcoming TV spot from Avrett, Free & Ginsberg.

In the New York agency’s commercial, Davis and her husband Patrick embark on a home-improvement excursion only to find they can’t jam all the supplies in their car. Instead, a rented pick-up truck from Enterprise does the job.

Davis hammers home a variation on the campaign’s tagline: “Why do I rent from Enterprise? Because having the right truck makes all the difference.”

The new spot is due to break the week of Feb. 10 during prime time on ABC and CBS. The commercial will also play on cable channels such as A&E, BET, Fox Sports and The Learning Channel, the network which carries Davis’ show.

Davis follows the lead of Nascar driver Dale Earnhardt Jr., who appeared in an Enterprise spot in which his race car morphs into a convertible. That commercial aired during Nascar events.

“Earnhardt has a unique relationship to Nascar fans, but we think this particular spot plays very well against the general audience,” said Steven Smith, vice president of marketing and communications at Enterprise.

The spot was filmed on Jan. 3 in Tampa, Fla.

Campaign spending was not disclosed.