One of my favorite campaigns is Avis’s iconic ‘We Try Harder’.
In the 60’s, Avis was trailing market leader Hertz. So Ad Agency DDB decided to use Avis’ second-place position to highlight the brand’s customer service. “When you’re only No. 2, you try harder.”
The campaign was an instant hit. In fact, it was so successful, Avis used this positioning as the fabric of its corporate culture for many years.
What I love about it is not just how counterintuitive it is to acknowledge a supposed disadvantage. But it’s the brilliant reframing of this disadvantage as a point of strength and differentiation – that is the mark of genius insight.
As a brand strategist, I also can relate on a personal level. Vulnerability alert: For most of my life, I’ve felt like an Avis. A number two. I even have the elementary school certificates to prove it. Lots of second place. But while things may come naturally to some, being second has just taught me to work harder.
Today, I use this clarity as my fuel. It accelerates my development, learning, and progress in my craft. And this #2 drive has helped me achieve success in more ways than I could ever have imagined.
So to all the #2’s out there, I see you 👀. Being second doesn’t need to Hertz (ba, dum, tss).
Who out there can relate?
