The summer months are the busiest of the year in the car rental industry. People are going to travel and need cars, so Dollar needed to capitalize on this volume.
Drive car rental bookings.
Develop brand awareness in the lower funnel
Leverage the tagline and positioning
Speak to family and memories
Keep it short and compelling
Pay off the tagline with messaging that would resonate with the target
The team came up with a punchy 0:15 spot based on a storybook concept that would resonate with the target Dollar audience.
I served as the associate creative director and copywriter. I delivered the specs to cast the VO talent, wrote the voice over, and contributed to the editing by cutting out frames and superfluous messages that complicated the creative.
Over 5 million views on YouTube (in one month).