Avis has developed a series of new TV commercials which feature first-person accounts of customer service at Avis, based on letters, phonecalls and emails from customers.

The campaign launched with three commercials, each of which depicts a true story told to Avis by its customers, relaying their experiences and opinions.

“For nearly 50 years, Avis employees have proven to be warm, respectful, empathetic and approachable people who go to extraordinary lengths to serve their customers’ needs.  All of that goes into why we say that ‘We try harder’ when it comes to meeting the needs of our customers,” said Tom Gartland, executive vice president of sales, marketing and customer care for Avis Budget Group, parent company of Avis. “Our new marketing campaign shows that Avis employees understand and demonstrate every day that we are ‘in the business of treating people like people.’”

The campaign includes the new TV spots which will air during coverage of PGA Golf tournaments throughout the year, supported by print advertisements in The Wall Street Journal and USA Today. Ads will also be prominently featured in magazines such as The Economist, Fortune, Entrepreneur, Wired and Conde Nast Traveler as well as online media and airport terminal displays. 

The television spots were created by Avis’ agency of record, McCann Erickson and directed by Josh Gordon and Will Speck (Blades of Glory and The Switch).

“Following a year of strong financial results, we are entering a new phase of investing for growth,” said Mr. Gartland. “The new marketing campaign is one of several initiatives we have launched to grow revenue, increase brand equity, and celebrate our renowned customer service and the employees who make it happen each and every day.”