Avis “We’re only Number 2” Ad Campaign

In the 1960s, Avis was tired of losing to Hertz. Instead of pretending to be #1, they owned their underdog status. Their campaign boldly said, “We’re only No. 2. We try harder.” That line flipped weakness into a reason to trust them.

Marketing analysis

Look at these clean, black-and-white ads: “Avis can’t afford dirty ashtrays.” “Avis can’t afford half-empty gas tanks.” Each headline makes you nod. They suggest care, effort, service—all built on the fact that they can’t afford not to. It’s confident humility mixed with proof.

Why it works

• Turns a liability (being #2) into an advantage
• Feels honest and human
• Uses simple, memorable headlines
• Reinforces trust through specific proof (“full gas tank,” “clean ashtrays”)
• Creates contrast against the bragging tone of a #1 competitor

Examples

• Domino’s: “You get fresh, hot pizza in 30 minutes—or it’s free.” Turned a pain point into a guarantee.
• Avis redux: Sales jumped 28% in a single year after this campaign.
• Slack: “Be less busy.” Flipped productivity software into a calmness tool.
• Dove: “Real Beauty” made not being a supermodel their entire strength.