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17-NOV-2025 | Avis’ “Madison Ave. gimmick” Ad

Author

Dan Bogachek
November 17, 2025

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Avis’ “Madison Ave. gimmick” Ad

Was this Avis ad just another Madison Ave. gimmick?

Yes, it was.

And it worked.

We hooked lots of people with that first ad.

We said a company that was only No. 2 in rent a cars would try harder for them.

They bought every word.

They came in expecting all of the things we promised: clean ashtrays, filled gas tanks, wipers that wiped, smiles that weren’t painted on and shiny new Fords.

Most of them weren’t disappointed. They’ve been coming back. Often. With friends.

You can’t do that with a gimmick.

Unless it’s the slickest gimmick of all.

The truth. 🏁

  • Classic question hook. The part that sparks curiosity: Avis calling themselves out.

  • The “don’t hate the player, hate the game” psychology is what gets you into Avis’ corner. They openly admit to everything. “But can you blame us? 😉 We made good on everything we promised.” Take your accusations and lean into them.

  • It’s with this leaning in that creates the opportunity for the punchline. “If the truth is a gimmick — sue us.” Leaves us in a bit of a paradox, kinda fun.

  • Complete ideas > complete sentences. The sentence fragments are great for punctuation.

  • Hook-punchline sandwich — the punchline references the hook.

  • Grade 1 on the Hemingway App. KISS.