Avis adopted the slogan “We Try Harder” in 1962 to acknowledge that it was the number-two car-rental company.
The campaign was created by the Doyle Dane Bernbach agency. Rather than pretending to be the market leader, Avis openly admitted that it ranked behind Hertz. The advertising turned that disadvantage into a promise: because Avis was second, it claimed that it had to work harder for customers.
The strategy became a landmark example of positioning. A weakness was converted into a memorable reason to choose the brand. The campaign also reflected the creative style associated with DDB, which often used plain language, self-awareness, and strong visual restraint instead of exaggerated claims.
Avis did not remain permanently defined only by being second, and the slogan’s exact use changed over time. However, “We Try Harder” remains closely associated with the company and is widely cited as an influential example of honest, challenger-brand advertising.