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Avis, the premium car rental brand, has launched its first EMEA TV campaign. The campaign, called Unlock the world, was created by VCCP. It brings back the revolutionary brand strapline ‘We try harder’, which was made famous with Avis’s breakthrough campaign of the mid-1960s, one of the most iconic and successful advertising campaigns ever.

The new work gives the ‘We try harder’ strapline new meaning for 2014 and beyond, as well as launching the campaign idea of Unlock the world. The message is that Avis isn’t just in the business of hiring cars; Avis gives customers the freedom to unlock unforgettable experiences. Whether it’s winding along the coast of the Italian Riviera in a Porsche 911 or an intrepid trip to the wild, dusty roads of the Australian outback, with 5,450 rental stations in over 165 countries worldwide Avis really can unlock the world for its customers.