June 11, 2016

Avis is a rental car provider that was founded by Warren Avis in 1948 with three cars at Willow Run Airport in Ypsilanti, Michigan. Their corporate slogan "We Try Harder" was adopted in 1962 to make a more positive reference of Avis' status as the second largest car rental company in the United States, at the expense of its larger competitor The Hertz Corporation. The slogan was used for 50 years before a re-branding in 2012. The “We Try Harder” ads were an instant hit and became one of the most famous campaigns in advertising history.