Campaign India Team
Apr 05, 2013

Goafest 2013: Scarecrow follows Avis’ footsteps, promises to ‘try harder’

To drive home agency's No.2 ranking in a 'happiness survey', its 35 delegates at Goafest will wear custom-created T-shirts featuring the line ‘We are only No. 2. We try harder.’

Goafest 2013: Scarecrow follows Avis’ footsteps, promises to ‘try harder’

At Goafest 2013, Scarecrow's 35 delegates will be spotted wearing a specially designed T-shirt series featuring the iconic Avis tagline ‘We are only No. 2. We try harder.’ Scarecrow calls it the agency’s tribute to the legendary Avis campaign created in 1962 by DDB.

When rent-a-car company Avis wanted to increase its revenues despite being number two and competing with a heavy advertiser like Hertz, DDB’s team of Bill Bernbach, Helmut Krone and Paula Green came up with the line ‘Avis is only No.2, so we try harder.’ The line didn’t remain just a slogan for the company - Avis even adopted the phrase as the company’s manifesto.

Scarecrow has borrowed from the line (which was dropped by Avis recently) to spread the message that it has been ranked number two according to a ‘happiness’ survey among agencies. The agency has tweaked the original ad series to create 11 creatives for the T-shirt series. The long copy creatives make for some interesting reading.

View some of the creatives here:

 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
Source:
Campaign India