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Avis tries harder once again with new 'Unlock the World' EMEA campaign

Car rental brand Avis has brought back the iconic ‘We try harder’ strapline for its first EMEA TV campaign created by VCCP.

The work gives the breakthrough strapline of the mid-1960s new meaning for 2014 and beyond and sees Avis ‘Unlock the World’ as it communicates the message that Avis isn’t just in the business of hiring cars, it gives customers the freedom to unlock unforgettable experiences too.

“This is a really exciting time for Avis as we set out to re-energise the iconic ‘We try harder’ strapline in a way that is relevant and aspirational for today’s audience,” explained Rebecca White, Avis brand director.

“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. The campaign also importantly supports the premium positioning of the brand and the pride we have in delivering outstanding customer service wherever you may find yourself in the world.”

Shot in black in white by Academy’s Swedish director Marcus Söderlund and set to the soundtrack of ‘Let’s go fly a kite’ from Disney classic Mary Poppins, the ad was filmed over the course of three days in Chile.

Of the shot, Söderlund said: “We chose this road in the Andes, Embalse El Yeso, because we wanted an amazing landscape that could give a sense of limitlessness, and create the kind of scale that could communicate unlocking the world. El Yeso gives that sense of epic scale; the terrain is like something out of Star Wars”

The above-the-line work breaks today (Tuesday 24 June) during ITV’s World Cup coverage of England vs Costa Rica, the 60-second launch spot will be followed by a 30 second execution, video-on-demand, digital and a supporting press campaign, also shot in black and white by Samuel Hicks.