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After five decades, the “We Try Harder” tagline that’s been synonymous with the Avis car-rental brand is being shed in favor of a new one.

This week, the company rolls out a new ad campaign and a new tagline: “It’s Your Space,” targeted at busy business travelers. Created by Leo Burnett USA’s arm in New York, Leo Burnett Business, the focus of the ads will be to lightheartedly communicate that the space inside rental vehicles is where business travelers can recharge or be most productive while they’re traveling.

The three new TV ads in the series, embedded in the video below:

MarketingWeek UK: “So is it a good move? I don’t think “It’s Your Space” will be around for 50 years…what does it say about the business? Nothing to my mind. Saying something profound about what sets Avis as a brand apart from all its competitors is fundamental. Car hire has become even more commoditised than it was 50 years ago. With so many budget options and online aggregators, the last time I booked a car, I wasn’t aware who was providing it until I picked up the keys. In an environment where many people think all car hire firms are the same, personality is vital.”