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  • 10-SEP-2025 | Avis’ “When you’re only No. 2” Ad

10-SEP-2025 | Avis’ “When you’re only No. 2” Ad

Author

Dan Bogachek
September 10, 2025

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Avis’ “When you’re only No. 2” Ad

When you’re only No. 2, you try harder. Or else.

Little fish have to keep moving all of the time. The big ones never stop picking on them.

Avis knows all about the problems of little fish.

We’re only No. 2 in rent a cars. We’d be swallowed up if we didn’t try harder. There’s no rest for us.

We’re always emptying ashtrays. Making sure gas tanks are full before we rent our cars. Seeing that the batteries are full of life. Checking our windshield wipers.

And the cars we rent out can’t be anything less than lively new super-torque Fords.

And since we’re not the big fish, you won’t feel like a sardine when you come to our counter.

We’re not jammed with customers. 🏁

This is how startups compete against giants.

It’s the classic David vs Goliath story. And it works so well because we all identify with the underdog — it’s romantic.

Of course, Avis is no small company. But that’s not important, the principle is the same.

The average number of words per sentence here is something like 6 or 7. Brevity. Brevity. Brevity. Complete ideas, not complete sentences.