"The antidote to travel pain."
Car hire company Avis Australia has released the next iteration of its Driven By Better brand platform, with a new creative via Host/Havas.
Brought to life by Australian filmmaker Derin Seale, known for his Academy Award-nominated short film The Eleven O’Clock, the creative brings to life a relatable moment known to all travellers, while showcasing the effortless experience of travelling with Avis.
The campaign features a couple gliding gracefully on a travellator through an airport terminal, bypassing the surrounding chaos.
Untouched by the pressures of travel, the carefree couple pass by a sea of frantic and frustrated travellers. They glide all the way through the airport, past a painfully long rental counter queue, and straight to their sleek Avis rental car.
Avis Australia’s Driven by Better platform celebrates the company’s decades long history of continuous improvement, to offer the sleekest car rental experience.
In this campaign, the travellator metaphor nods to Avis’ commitment to making car hire seamless for customers through services like Avis Preferred and Avis Precheck , and technology such as Avis Express Exit and the Avis App.
The campaign will run across BVOD, OOH, online, social, and digital display.
Avis Budget group head of marketing, product & PR, Pacific, Vanessa Wolczak, said when the company's customers plan a getaway, it knows they expect nothing to get in the way of their holiday state of mind.
"At Avis, we see Driven By Better as the antidote to travel pain and we’re constantly innovating car hire to our provide customers with an effortlessly smooth travel experience," she said.
Host/Havas executive creative director, Justin Ruben, said bringing the latest iteration of Avis’ Driven By Better platform has been a fantastic journey.
"To differentiate the brand in the category, we grounded the platform in a shared experience and tied in the simplicity of Avis’ seamless car rental experience," said Ruben.
"We loved seeing this project come to life as the chaos of travel impacts everyone and we wanted to represent this in an honest way.”
Credits:
Client: Avis Australia
Creative Agency: Host/Havas
Production Co: FINCH
Director: Derin Seale
DOP: Danny Ruhlmann
Post Production: Arc Edit
Offline: Dan Lee
Grade: Fergus Rotherham
Online: Eugene Richards
Sound Design & Music Composition: Rumble
Casting: Toni Higginbotham
Media: Havas Media
