Sixt, 'Horse' by And Rising

Hiring cars never really used to be something people would do unless they were on holiday. Why bother when you could own one right?

Izzy Ashton

Deputy Editor, BITE Creativebrief

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Sixt

Overly confident pedestrian, Seth, attempts to out-smug a couple that have rented a car from Sixt. But even his outlandish mode of transport can’t compete with Sixt's premium cars at economy prices.

Agency:: And Rising, London

Disciplines

Advertising/Creative Brand strategy

Sector

Automotive

Bite Insight

When I think about hiring a car, I think about summer holidays; my dad checking the vehicle for scratches that he was intent on not being held accountable for. An hour later, me and my siblings squeezed in the back and argued our way out of the car park. Nevertheless, there was an element of luxury to the proceedings when we went for a car that wasn't like our own, something a little different, even perhaps a little flashier.

Hiring cars never really used to be something people would do unless they were on holiday. Why bother when you could own one right? But Sixt’s latest slots from And Rising look to position the car hire company as a premium but economically friendly option.

The three videos are part of the brand’s ‘Drive Smug’ campaign which sees pedestrian Seth try to out-smug people who’ve hired various premium cars from Sixt, from a Jaguar F-Type to a BMW and Mercedes-Benz.

And Rising's work focuses on a rental market that is growing as less people, specifically city-dwellers, choose to own cars. People’s priorities have changed and, as Sixt point out, when you can rent such premium cars without any hassle, why would you bother buying one?