Zipcar: Take Back Control
The Objective: To make 18-22 year olds in college familiar with the idea of Zipcar and emphasize its usefulness to the target audience.
The Idea: Its hard relying on others as your sole means of transportation - thankfully with Zipcar, you don’t have to. This campaign emphasizes Zipcar’s role in helping you take back control of your ride.
Executions: :30 Storyboards
Kevin stands outside Steve’s car. The car looks nice on the outside but when Kevin opens the door, a bunch of trash falls out of the car and onto the street. Steve appears completely unphased by this as he talks to Kevin.
STEVE: Oh hey man. Sorry I’m late.
Kevin hesitantly looks over at all the trash covered on the passenger seat.
KEVIN: It’s no problem. Uh- where am I supposed to sit?
STEVE: You can just throw that in the back.
KEVIN: Oh god. Did I see something move?
Kevin stares at the pile of trash, clearly horrified. Steve looks irritated that he is being questioned and very clearly eager to leave. Steve rolls his eyes as he responds to Kevin.
STEVE: Sorry. You can throw him or her in the back.
Taking a step back from the car, Kevin takes a deep breath.
KEVIN: You know what, I think I forgot my coat upstairs. You go on without me.
Steve shrugs and looks slightly disappointed.
STEVE: You sure? It’s like a 45-minute train ride.
KEVIN: Absolutely, I’ll be fine.
STEVE: Gotcha. Guess I’ll just see you there.
Kevin shuts the door and waves as Steve drives off. Kevin breathes a sigh of relief as he watches Steve drive away before pulling out his phone and hitting “Request Ride” on the ZipCar app.
VO: When you drive, you control the ride.
END TAG: Screen fades to white with a ZipCar and the ZipCar logo. The super “ZipCar. Take back control.” appears on the screen under the logo.
Take Back Control | “The Mess” | :30
Hannah and Mary are two friends who are driving to an event together.
People are beeping at Hannah as she drives, while Mary is gripping the handle above her seat with one hand and has her other hand on the dashboard.
HANNAH: Relax. Only like three people have beeped at us. That’s not even that many.
MARY: We literally started driving two minutes ago. TWO.
Hannah starts applying lip gloss in the rearview mirror while Mary removes herself from her defensive position to hold the wheel straight.
MARY: Actually, I think this is my stop.
Hannah looks confused. She pulls over to the side suddenly and the two jolt forward as the car comes to a sudden halt. Mary winces.
HANNAH: How? Aren’t we going to the same place?
MARY: I remembered I actually have something I need to pick up. I’ll just meet you there.
HANNAH: You sure? We’re not even halfway there.
MARY: I really insist.
HANNAH: If you say so.
Mary gets out of the car and waves back to Hannah as she rolls her eyes and drives off. Mary breathes a sigh of relief. She then pulls out her phone and hits “Request Ride” on the ZipCar app.
VO: When you drive, you control the ride.
END TAG: Screen fades to white with a ZipCar and the ZipCar logo. The super “ZipCar. Take back control.” appears on the screen under the logo.
Take Back Control | “The Distracted Driver” | :30
Take back Control | “The Music Lover” | :30
Rebecca, a college aged girl, gets inside of a nice looking rideshare. MIKE, her driver, confirms the ride on his phone as he talks to her.
MIKE: Hi, Rebecca?
REBECCA: Hey! That’s me.
Mike starts driving, staring at Rebecca in the rearview mirror and smiling.
MIKE: You mind if I play some music?
REBECCA: Actually I-
Mike presses the on button his radio and Screamo music starts playing at full volume. Rebecca jolts with surprise as he looks at her in his rearview mirror and yells so she can hear him.
MIKE: THIS STUFF HELPS ME STAY ZEN, YOU KNOW?
Rebecca starts blocking her ears and begins to yell so he can hear her over the music
REBECCA: HOW?! SORRY. JUST PULL OVER HERE. THIS IS MY SPOT.
MIKE abruptly pulls over and stops the music.
MIKE: Really? GPS says we’ve got another 36 minutes to go.
REBECCA: Oh! I. Uh. Must have marked the wrong spot on the map.
Mike looks confused as Rebecca gets out of the car. She breathes a sigh of relief as she watches him drive away pulls out her phone and hits “Request Ride” on the ZipCar app.
VO: When you drive, you control the ride.
END TAG: Screen fades to white with a ZipCar and the ZipCar logo. The super “ZipCar. Take back control.” appears on the screen under the logo.
Roles: Copywriter: Carolyn Casper | Art Directors: Beatrice Fakahany, Tamar Ponte