Hamish Blake says ‘Let’s Go’ in new Hertz campaign
Car rental company Hertz has launched a new campaign featuring Aussie comedian and radio star Hamish Blake, in partnership with its long-term creative agency Mustard, Mumbrella can reveal.
The campaign, ‘Let’s Go’, is about the extra special travel experiences that happen when everything just works, Heidi Miller, senior director of marketing for APAC at Hertz Group told Mumbrella.
Miller said: “Our loyal customers understand and experience the consistency and confidence Hertz delivers, and has delivered for over 100 years. We wanted to add some energy and a sense of fun to our quality of service and experience creds.
“At the heart of it, we are here to enable memorable, extra special experiences for people and their families.”
OOH signage is included in the new brand campaign
As Hertz’s first major brand campaign in a number of years, Miller wanted the platform to be perfect for the audience.
“Our audience is out enjoying travel with a renewed sense of purpose, and a focus on meaningful experiences, so we needed a personality who really believes in the power of memorable travel experiences. And that’s where the collaboration with Hamish Blake started. Hamish’s profile, personality and appetite for fun and special experiences aligns with Hertz.
“Together with Mustard we presented the concept to Hamish and he loved it.”
Given a collaborative role in the campaign, Blake’s love for adventure and memorable experiences drew him to the work. Miller said he really appreciated the approach the brand took.
Dave Ridley, business director at Mustard, added: “The stars aligned in a few different places to work with Hamish. We invited him to workshop the idea, and co-create the script as well.
“He was a huge support with bringing things to life, in a way that only Hamish can. It was such an enjoyable experience for everyone involved.”
Mustard’s associate creative director, Ryan Nadzielski, told Mumbrella: “The strategy and idea remained, but the nuances, the little moments, everything at that level is uniquely Hamish.”
Hamish Blake had a collaborative role in creating the campaign
Mustard and Hertz have had an eight-year partnership, which Mustard’s managing director Dan Penny said has been one of seamless communication and integration.
“From probably the first meeting, we certainly felt there was real alignment around values,” Penny said.
Miller agreed, and said from a brand perspective, Hertz wanted a smaller, dedicated team, to ensure the brand enjoyed ongoing involvement with agency leadership.
“Our culture didn’t fit or align with the big agencies, so we wanted to find an independent agency where we actually worked really collaboratively with the team,” she said.
“It’s a true partnership, and a true business relationship. The businesses have actually grown together [over the eight years], and the relationship is a lot stronger year on year.
“We have very transparent and open lines of communication, and we’re just really collaborative at the end of the day.”
The new campaign will rollout across Australia and New Zealand on TV, BVOD, YouTube, OOH and social media.
“We’re excited to put the wheels in motion with Let’s Go” Nadzielski said. “And with Hamish onboard, we’ve only begun to scratch the surface on what’s to come.”
Credits:
Client: Hertz
Heidi Miller – senior director of marketing APAC
Creative Agency: Mustard
Dan Penny – managing director
Lyndon Otten – creative director
Ryan Nadzielski – associate creative director
Joan Lim – art director
Dave Ridley – business director
Kate Higgins – account director
Media: Involved Media
Production: Betty Wants In
Director: Max Greenstein
Photographer: Paul Hermes
Post production: Manimal Post and Windmill
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Lauren McNamara is a journalist at Mumbrella, covering the creative and PR beat. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS.
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