Avis, “No. 2ism. The Avis Manifesto”

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Agency
DDB
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Original
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Words
136

We are in the rent a car business, playing second fiddle to a giant. Above all, we've had to learn how to stay alive. In the struggle, we've also learned the basic difference between the No. I's and No. 2's of the world. The No.1 attitude is: "Don't do the wrong thing. Don't make mistakes and you'll be O.K." The No.2 attitude is: "Do the right thing. Look for new ways. Try harder." No. 2ism is the Avis doctrine. And it works. The Avis customer rents a clean, new Plymouth, with wipers wiping, ashtrays empty, gas tank full, from an Avis girl with smile firmly in place. And Avis itself has come out of the red into the black. Avis didn't invent No. 2ism. Anyone is free to use it. No. 2's of the world, arise!