National begins new television campaign
By Adnews Staff
National Car and Truck Rental of Toronto will break a new national television campaign called "When you're ready, we're ready" today. The campaign, created by Cundari Integrated Advertising of Toronto, began with English and French radio ads in Toronto and Quebec in January. The four 15-second TV commercials will air on specialty channels The Score, TSN, History, CTV Newsnet, CBC Newsworld, Discovery, and Sportsnet. The first ad, called "Low Rider," shows an employee driving his boss down a street in a bouncing low-rider car. A spokescharacter called Janet advises that renting the right car can make a better impression. The second ad, called "Mariachi," shows two people lying awake in bed while a mariachi band plays in the apartment above them. Janet describes how National's weekend rates make it easy to get away. The third ad, called "Linebacker," promotes the company's no-lineup service for members of the Emerald Club loyalty program. In it, a businessman waits to get off an airplane. When the seatbelt sign turns off he moves quickly to be the first in line at the car rental desk. Janet outlines the benefits of the Emerald Club. The final ad, called "Receipt," focuses on the Emerald Club receipt collection process, by which receipts are emailed to customers. In it, a business traveler loses his receipt down a drain.