Let’s face it, car rentals are super cool!
Or at least that’s the message Hertz is trying to get across with their latest campaign. Like so many companies before them, Hertz has decided to introduce a mascot in an attempt to spice up their image. Said mascot is named Horatio (see below) and is voiced by Owen Wilson, right on the eve of the release of Wilson’s big movie, Cars 2 (convenient timing). While getting a big name celebrity to help out is pretty awesome, the mascot itself seems a bit one-dimensional and lackluster. Then again, perhaps judgment shouldn’t be passed until we see the little guy in action.
Further adding to the campaigns intrigue is Tucker Gates, the man Hertz has gotten to direct these above mentioned commercials. While his name isn’t household knowledge, the shows on which he has worked certainly are: The Office, Parks and Recreation, and Weeds.
Working with DDB of the Omnicom Group and the digital agency G2 Worldwide, the campaign is estimated at costing over $10 million! Catherine East, account director of DDB, explains the campaigns ultimate objectives as helping to refresh the Hertz image and “help us re-establish ourselves as a cultural brand.”
The target public for this campaign is defined as “20-something-year-olds,” an interesting choice and always a tricky market. While most car companies rent to those only 25 and older, Hertz has recently instituted a policy allowing for those as young as 20-years-old to rent for additional fees.
In association with Horatio, Hertz is introducing two live characters, Brake and Gas, who will also appear in a series of funny tv spots. For more information on both of these extensive campaigns, visit the website or check out the article from The New York Times.
Fun fact: Horatio, the mascot was named after Horatio Nelson Jackson, a physician who was one of the first people to drive a car across the United States.