A new series of commercials running under the ‘Let’s Go’ brand platform and starring Tom Brady sees Hertz promote its new 100,000 vehicle Tesla deal which also sees the US rental car giant install more than 3000 chargers throughout its rental car network.
The giant US rental car brand has ordered 100,000 Teslas and is promoting its electric commitment through a major US marketing campaign fronted by the Tampa Bay Buccaneers quarterback and NFL legend Brady.
The campaign gives the EV maker more traditional ad exposure than it is used to, as well as plenty of mainstream PR value and mass market exposure as Hertz’s media buy includes national cable television, as well as Hulu and YouTube, plus social media and digital ads.
Marking Hertz’s first work with new athlete ambassador a multiple Super Bowl champion Brady, the campaign runs under the ‘Hertz Keeps You Ahead Of The Game’ tagline and launched on 25 October.
While Teslas are not explicitly, directed promoted in the campaign, the ad series subtly plugs the electric car innovator and it began with a commercial called ‘Plugged in’ shows the NFL star charging up next to a fleet of white Teslas.
A second ad was called ‘Speed’ and shows the quarterback losing his patience while making toast, walking a dog and waiting for an elevator until he gets the speed he wants via what is portrayed as a frictionless Tesla rental process.
The ads, which all use the tagline “Let’s Go”, were created by agencies Blue Memo, Shadow Lion and FKQ and are set to an original score from OneRepublic frontman Ryan Tedder.
The campaign and deal PR also states that Hertz customers renting Teslas will have access to 3,000 Tesla charging stations throughout the US and Europe. The rental giant is also launching a “premium and differentiated rental experience for the Tesla EVs” that includes “digitized guidance to educate customers about the electric vehicle to get them on their way quickly” as well as “an expedited EV rental booking process through the Hertz mobile app.”
In its announcement, Hertz cited a Pew finding that 40% of U.S. consumers say they are likely to consider an electric vehicle the next time they are in the market for a new vehicle.
“Electric vehicles are now mainstream, and we’ve only just begun to see rising global demand and interest,” said Hertz interim CEO Mark Fields, who also added that a recent Pew survey found that 40% of US consumers are likely to consider an electric vehicle (EV) the next time they are in the market for a new vehicle.
“The new Hertz is going to lead the way as a mobility company, starting with the largest EV rental fleet in North America and a commitment to grow our EV fleet and provide the best rental and recharging experience for leisure and business customers around the world.”
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Whilst Tesla typically avoids traditional advertising, its Hertz deal and the rental giant’s subsequent classic, above-the-line campaign sees Tesla at the heart of a mainstream marketing burst for the first time.
Thus the Hertz deal not only sees Tesla move into the rental space in a major way, but it might also expose the electric car market leader to potentially new audiences like business and leisure travellers, as well as old-school, non-digital consumers.
The deal represents the single-largest automotive purchase for electric vehicles and will amount to around $4.2bn in revenue for Tesla (according to Bloomberg News – which also reported that while most sizeable car-rental companies get major big discounts on the automotive fleet buying, Hertz is paying close to list price for its huge Tesla buy).
The campaign follows hot on the heels of a raft of recent Brady fronted campaigns including FTX’s ‘Trade’ and ESPN’s ‘The Return’.
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