TITLE

Budget opts for offbeat ads to offset lack of big budget

AUTHOR(S)
Petrecca, Laura
PUB. DATE
October 1999
SOURCE
Advertising Age;10/18/1999, Vol. 70 Issue 10, p4
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
This article describes the advertising campaign to be launched by Budget Rent A Car in the U.S. The $5 million, fourth-quarter campaign from Cliff Freeman & Partners of New York, continues Budget's long-running value theme. In one advertisement, Budget employees sit in a conference room throwing around ideas on how to promote a $19.99 special on Ford Rangers. One staffer suggests allowing customers to become a ranger for the day in exchange for renting a Ford Ranger. As the employees mull the idea, the camera cuts to a man feeding a bear cub, only to have the animal vomit all over him. The employees then decide to nix the idea, and just promote the car. The advertisement ends with no tagline, just the company's logo and web site address. Budget executives said they wanted standout advertising that would highlight the diversity of the chain's fleet.
ACCESSION #
2381640

 

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