Budget launches new campaign, ‘taking the hassle out of car hire’

Avis Budget Group has launched a new campaign for Budget, with the aim of communicating the simplicity of renting a vehicle with the company.

The campaign comes via Host/Havas, featuring a couple on holiday who stumble across a leprechaun at the end of the rainbow, with the couple enjoying the fruits of their holiday, rather than wasting time in a car rental office.

Budget said it shows how the company “takes takes the hassle out of car hire so holidaymakers can start enjoying their vacation sooner”.

Avis Budget Pacific’s group head of marketing, product and PR, Vanessa Wolczak said: “Research tells us that renting a car is not at the top of the list of things people most look forward to when going on holiday. Travellers see car hire as a necessary means to an end and want to hit the road and head to their next adventure as soon as they can. This campaign communicates how Budget can help them do that in a clear and clever way.”

OOH coverage for the campaign

The car rental industry will be looking to make a recovery this year, with all travel halted last year due to the pandemic. This campaign looks to boost Budget’s credentials for travellers, as the “hassle-free choice” with convenient locations and digital check-in services. Many car rental providers sold inventory during the initial lock down, creating a price surge when travel resumed in second half 2020, and due to supply chain issues, many car companies can not provide new stock until late 2021.

Avis Budget Group appointed then-name Red Agency as its PR account in 2018.

Host/Havas executive creative director, Jon Austin, said: “This process has been a series of standout moments. Not just arriving at such a distinctive platform within the category, but also working with a client who fully leaned into the notion that their brand could play a smaller role in people’s lives and still have a big impact by helping them get to the moments they most enjoy. It’s been a brilliant, collaborative journey and we can’t wait to get started on the next instalment.”

The campaign was launched on 16 May. The campaign is across TV, out-of-home and social channels.


Agency: Host/Havas

Production company: Guilty
Director: Edwin McGill
Executive Producer: Jason Byrne
Sound Design: Song Zu
Composition: Bonsta, Dan Delaney


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