Enterprise Rent-A-Car reprises 'UK car hire with US customer service' campaign with new ads and Sky sponsorship deal

In a bid to drive more awareness Enterprise will also be sponsoring Sky’s ‘Home-grown’ comedy package, which features Sky commissioned comedy programmes including Moone Boy, Stella, Trollied, Mount Pleasant and Touch of Cloth.

The sponsorship - which was negotiated by Omnicom Media Group’s PHD and the network’s content arm, Drum – includes not only idents but also a presence on the Sky website and on Sky On Demand.

Lee Broughton, assistant vice president of global marketing at Enterprise Rent-A-Car, commented: “Humour is still at the core with Brad and Dave working together despite — or maybe strengthened by — their cultural differences. We’re keeping the fun banter and teamwork of the two characters and putting a fresh spin on it. In these new ads, Brad explains Enterprise service and our convenient locations using extreme American phrases, which Dave helpfully ‘translates’ for our British customers.”

Dare chief creative officer, Sean Thompson, added: “To shift the Brad and Dave Enterprise format in a new direction we decided to amplify an offbeat American vibe. To do this we upped the characterisation and brought in the A list Hollywood director of Horrible Bosses, Seth Gordon. These new adverts are a smart and clever extension of the humour we see in the original Brad and Dave campaign. Working on the Enterprise business is a real pleasure and we're delighted with the latest campaign which we hope will continue to build awareness of the Enterprise brand.”

Brad and Dave are joined in the new spots by real Enterprise employees as extras in the background, with at least one employee from every UK group being represented.

PHD carried out media planning for the campaign.