For Students & Educators

Understand the evolution of an advertising slogan

Read The Art & Science of the Advertising Slogan

Current Wise Words

Advertising Slogan Hall of Fame

The Advertising Slogan Hall Of Fame recognises excellence and best practice in advertising, benchmarking creativity - identifying the best in branding.  The Advertising Slogan Hall of Fame now recognizes 125 lines as members, ranging from ‘Let your fingers do the walking’ to ‘Heineken refreshes the parts other beers cannot reach,’ to ‘We try harder,’ to ‘If you’ve got it, flaunt it.’

We try harder.

We try harder.
TV commercial (1979) courtesy of Xtreme Information

Image courtesy of The Advertising Archives

There is no truth to the rumor that 'We try harder' is Vietnamese for 'Aim here'. But so many GIs took the bright Avis button with them to Vietnam that it caused a problem when they wore them in combat. So Avis produced a special camouflaged version. Claim proven.
Advertiser: Avis Rent A Car
Ad agency: Doyle Dane Bernbach
Year: 1962

The information presented on this page is offered in good faith and is correct to the best of our knowledge. If any factual errors have appeared here inadvertently, then we would be pleased to hear from anyone wishing to offer corrections.

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