Aw, bad times. The new CMO of Avis has decided that the company needs a break from trying so hard all the time. They have changed the tagline was first created by DDB copywriter Paula Green 50 years-ago. ‘We Try Harder’ went on to define the brand and became an iconic campaign that every ad student, ever, studies at some point.
The new tagline is ‘It’s Your Space’ and the company is now targeting businessy folk that do business type things.