Hire and Mightier

This is such a brilliant concept from car hire firm Avis created by Ireland/Davenport, Johannesburg. I think it's a subtle, clever and amazingly simple way to convey the idea of luxury car rental. They could have created a mundane ad that simply told us we can rent luxury cars, but instead they crafted this clever and amusing ad that evokes an instant reaction. I would like to see other executions, but if they were unable to think of any then it's better to leave them out than risk tarnishing their one excellent idea.

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