Avis Budget Group today unveiled Driven by Better, a long-term brand platform for its Avis brand, with a launch campaign from agency partner Host/Havas.
The platform celebrates Avis’ decades-long history of leadership and continuous improvement, from parking cars outside airports in 1946 to PhotoProofed™ in 2020.
Running across TV, OOH and social, it positions the brand as Australia’s premium car rental choice offering the country’s sleekest car rental experience.
Avis Budget group head of marketing, product & PR, Pacific, Vanessa Wolczak, says the campaign showcases how Avis is constantly adapting to the market.
“From humble beginnings at a Detroit airport in 1946, to embracing the technology of today, Driven by Better is the perfect representation of how small improvements over time have helped to create the well-known brand that is Avis,” Wolczak says.
Host/Havas ECD Jon Austin says the agency is looking forward to bringing the new platform to life in many more ways.
“It can be hard to cram a brand philosophy into three words, but ‘Driven by Better’ manages to go a step further and captures Avis’ entire 75-year history of constant advancement. It was an absolute blast to be able to update this iconic brand platform with our brilliant client partners at Avis Budget Group,” Austin says.
The campaign launched on September 6 and includes a hero 30-second spot and films for Avis Preferred and Avis Signature Series (below).
Client: Avis Budget Group
Creative Agency: Host/Havas
Production Co: Finch
Director: Christopher Nelius
Audio: Song Zu
Photographer: Ian Butterworth
Media: Havas Media
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