How Avis Brilliantly Pioneered Underdog Advertising With 'We Try Harder'

David Angelo picks his three favorite ads

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The true test of a great piece of advertising, for David&Goliath founder and chairman David Angelo, is something that’s timeless and resonates with people long after it’s been released into the world.

For Angelo, the perfect example is Avis’ “We Try Harder” campaign.

It debuted in 1962 when Avis was struggling to keep up with the No. 1 brand in the car rental category, Hertz. Avis turned to Doyle Dane Bernbach for help. The agency created a campaign that allowed Avis to not compete with its competitor, but embrace its second-place status.



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