Avis has arrived on UK TV screens for the first time with the launch of its new campaign, ‘Unlock the world’ with a 60-second ad during the half-time break of the England World Cup match against Costa Rica.

The new brand campaign, Unlock, sets out to reframe Avis as a contemporary brand, for a contemporary audience, and remind people of the premium experience Avis provides, highlighting its fantastic fleet of cars in a way that will excite and inspire audiences.

‘Unlock the world’ is designed to appeal to people who love cars and love driving, and remind them that Avis can take them to some amazing places that you can only get to by road.

Ultimately Avis is looking to put some of the excitement, romance and adventure back into car rental which has lost a bit of its magic.

“We want to remind our customers that we aren’t just in the business of hiring cars; we give our customers the freedom to unlock unforgettable experiences.

“Whether it’s winding along the coast of the Italian Riviera in a Porsche 911 or an intrepid trip to the wild, dusty roads of the Australian outback, with 5,450 rental stations in over 165 countries worldwide Avis really can unlock the world for its customers,” said ABG Marketing director, Simon Jackson.

“The new ‘Unlock the world’ campaign will inspire anyone with a love of travel and great cars to reappraise what car rental is all about,” he continued.

The ad campaign also features Avis’ iconic brand strapline, ‘We try harder’.

The TV ad was shot in black and white by world-renowned film production company Academy’s Swedish director Marcus Söderlund.

The shoot was over three days in Chile, a location that offered the terrain the director sought to show the sheer variety of experiences that hiring a car from Avis can open up to their customers.

It is accompanied by a spectacular press campaign, also shot in black and white by award-winning photographer, Samuel Hicks.

‘Unlock the world’ will air on screens in France and Germany later in the year.