Branding bonkers. Gump must have seen Enterprise Rent-a-Car’s current UK ad.
Enterprise Rent-a-Car’s long-running television ad campaign uses a couple of ‘salesmen’ known as Brad and Dave. Dave is a weedy little man who continually attempts to Anglicise the loud-mouthed American moron whose name is Brad (well, coming from the good ‘ol USA, it would be, wouldn’t it?). The ad series launched in 2012, and is now back on UK screens – again. Currently, it features some buffoonery with seemingly confused customers looking on. The ad ends with Brad and Dave proudly boasting: ‘It’s UK car hire with US customer service.’ Branding excellence in a campaign? I don’t think so.
I’ll get onto the dangers of using idiotic humour to get attention in a moment, but first I have to state my personal experience with Enterprise. Having hired a van to take me, my wife (a PR consultant) and a shedload of equipment to an event we were organising in York, the Enterprise ‘service’ went from bad to worse. Continue Reading…