In an era of glitz and hard sell, the focus on honesty in advertising was unusual at best. In 1963, perennial second place car rental company, Avis engaged DDB to develop a new campaign that would reposition the company in the minds of consumers. Attempting to take a piece of the massive market share owned by Hertz, Avis needed to reposition its message. Advertising icon Bill Bernbach asked the company one simple question, “why would I choose Avis” and the answer he received from the President was “because we try harder”. The line became a beacon for the company’s focus on customer service and its commitment to search for ways to improve. And it is a line that “drives” the company to this day.