Ally & Gargano’s famous Hertz campaign directly argued with its nearest competitor Avis. Doyle Dane Bernbach’s Avis ads admittedly stated that they were “no. 2” and “we try harder”. They were later forced to abandon this campaign because Ally & Gargano retaliated with a campaign that bluntly said “We have a competitor who says he’s No. 2. That’s hard to argue with.”
Avis
Number One
"that's hard to argue with"
