Price Issue Is Driven Home

Advertiser: Thrifty Car Rental

Agency: Bernstein-Rein Advertising, Kansas City

Challenge: Persuade consumers that Thrifty is as good as its larger national rivals.

The Ads: Actor Jack Plotnick speeds through the car rental process, playing the parts of customer, counter representative, shuttle driver and service agent. As he changes roles, Plotnick cites the services available from Thrifty and asserts the difference between rental car companies is price.

Comment: Thrifty, with a smaller ad budget and fewer locations than its rivals, wants to recast the debate among rental car companies. Its rivals emphasize service; Avis recently launched new ads that highlight how it uses technology to get customers on their way faster. Thrifty stresses price. Its ad, which avoids explicit price claims, is effective. And in a quick telephone survey of the six largest rental car companies, Thrifty quoted me the lowest rate. $$$