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OVERRATED & UNDERRATED
Ad Campaign
BY JAMES BRADY
Most Overrated Ad Campaign:
“Where’s the beef?” and/or “Avis, we try harder.” As fun as the former was, and grist for the mimics, does anyone recall just which fast-food chain it was promoting? As for the latter, a delightful campaign, but at its end Avis was still number two to Hertz, with its more prosaic O.J.-runs-through-the-airports commercials.
Most Underrated Ad Campaign:
“The sun never sets on the Willys Jeep.” In a few words, plus some great pictures, not only was a commercial plug conveyed, but the whole spirit of a country at war, and winning it, was instantly communicated.
—James Brady writes weekly for Advertising Age and Parade magazines.
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