More Ads?
You have got to be kidding me!
found on facebook
And while I am on it, what does Avis - We try harder! actually mean? Trying is all nice, but if you are just bad at running a car hire business, surely trying isn't going to help. And try harder than who? Ah, straplines, gotta love them.
found on facebook
And while I am on it, what does Avis - We try harder! actually mean? Trying is all nice, but if you are just bad at running a car hire business, surely trying isn't going to help. And try harder than who? Ah, straplines, gotta love them.
posted by Jesus Beuys at 13:39
5 Comments:
This strapline was created by Kate Gibson and the original badge was designed by Don Blauweis on the late 50's. It is one of the campaign iterations of Helmut Krone —possibly the best advertising Art Director that ever lived and very talented graphic designer — for Avis.
The original strapline is We're Only No. 2. This campaign alone made Avis achieve profit in US on the late 50's and beginning of 60's, after loosing money for 13 years. In my opinion, one of the most honest campaigns of all time together with the VW Beetle created by the same person.
It is a shame that is used out of context.
I'm with you áthila, the original post doesn't honor de quality of the work presented, and as you said become a turning point to Avis with positive effects still being felt today.
I don't know Jesus Beuys, but it's not hard to guess that is a designer, his post is lacks branding depth of the work in question. And yes brands go far beyond their logos.
Joao,
first of all, I failed to mention in the original post that I had a really disappointing experience with AVIS not too long ago, which prompted me to comment on it in the first place.
Secondly, please do get off your high horse.
I am not a designer, I am a creative director and I obviously wasn't commenting on the design at all.
And part of my job is to make sense of brands for the audience, to inspire them to see something in the brand that differentiates it from hundreds of other brands that offer the same service. "We're only No. 2" is something that inspires, because it makes you read on, it's an honesty that connects you immediately with the brand.
The original goes on with "So why go with us? Because we try harder."
Reducing it to "We Try harder" makes it just an empty promise they may or may not keep (in my case they didn't, but that's a different point) as it lacks the brilliant context it used to have.
Now, we do have to remember that we are creating these things for people that aren't familiar with ads from the 60s, whose lives dont' revolve around advertising. As I said, I am in the business of making sense and inspiring people and if I do, it will have a positive effect on a brand.
In this particular case, I just commented on what I saw as an average Joe and to dismiss this opinion on the basis that I am not seeing it in the context of an ad that ran 45 years ago is absurd.
That's my 2 cents.
JB
To some extent I agree with Florian Schmitt (is this your real name JB?).
The purpose of my comment is only to address from where this strapline came from and the context. I really don't think Avis still deserve to use it anymore, it is a completely different world, Avis is a faceless company at this point in time. Use these strapline is no more than a lie.
João, by the way I'm a digital/graphic designer working at This is Real Art and I'm really proud to be one, because I'm not a decorator. I think Florian feel the same.
A.
Hi Athila,
I think it's great to see where it came from and the original is a brilliant piece of advertising and I thank you for pointing me to it. So I guess in essence we all agree :-)
Oh and say hi to George at TIRA.
Byebye
JB
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