Watch it here.
"We try harder." Today those words are engraved in the granite of the Avis brand. But fifty years ago, celebrating the underdog position was an anathema.
In this 1967 footage, Bill Bernbach and Helmet Krone discuss some of the most formative work in modern advertising.
Fast-forward to 2012. Again, being the underdog is the sweet spot.
Look out number one.