- Dollar Car Rental has launched a new campaign starring SNL’s Mikey Day as “The Dollar Common Sensei” – a teacher who demonstrates Dollar’s common-sense approach to renting a car.
- The campaign is designed to reintroduce the Dollar brand to the car renting public.
- The brand worked with creative agencies FKQ and Shadow Lion on the effort.
Dollar wants to make travel go smoothly by making renting a car simple.
“Renting cars should be easy. If you don’t want frills and just want common sense, then Dollar is for you,” said Brian Canning, vice president of brand marketing, Hertz, Dollar and Thrifty. “Common Sensei is a way to grab attention to a simple concept.”
The brand is targeting leisure travelers that rent for “all types of reasons” and those “who have lived the insanity of travel.” “They want an easy experience where they can go to one place like Dollar.com to get the best price, be able to skip the counter and go straight to their car and on their way,” added Canning.
The effort is part of the Dollar Makes Sense platform.
“Traveling is hard and the Dollar Makes Sense platform resonates—introducing Mikey Day as your Common Sensei was a natural evolution to take Dollar to the next level,” added Canning. “When a customer has a choice to make for their next rental they’ll think of their Common Sensei and pick Dollar.”
