The (Car) Rent is Too Damn High! Jimmy McMillan Stars in a Comical Spot for Sixt Car Rental
Global car rental company Sixt launched a spot directed by Brad Hasse of The Collective @ LAIR that spoofs America’s political process, starring the iconic “The Rent is Too Damn High” founder and spokesperson Jimmy McMillan, social media influencer The Fat Jew and The Young Turks’ host Cenk Uygur.
Dubbed “The Rent Is Too Damn High,” the spot is set in an all-too-familiar press conference as the offbeat McMillan takes the podium representing his infamous “The Rent is Too Damn High Party” -- however, soon it becomes clear that McMillan is no longer discussing the issue of real estate rentals in major cities, instead he’s talking about how car rental fees are too damn high.
Cent Uygur, known for his sceptical tone in his viral political videos, plays a reporter who calls out McMillan for his political deviation, to which McMillan deviates even further by singing, then dancing, and eventually breaking out into a full dance party complete with background dancers led by The Fat Jew, quieting both Uygur as well as the room full of journalists.
The spot was created by NY-based creative content studio The Collective @ LAIR in conjunction with top German creative agency thjnk, and represents both thjnk’s and Sixt’s first-ever campaign in the US.
The campaign was strategically scheduled to go live exactly one week before the U.S. elections, and is comprised of an online video, theme song (available as a download), and a variety of social media measures.
Executive Producer: Mark Aji, Theresa Loguercio
Creative Director: Georg Baur, Torben Otten
Creative Agency: Thjnk
Associate Producer: Lara Geis
Producer: Ralph Teichmann
Music and Sound
Music Agency: EMW Music Group
Production Company: Collective at Lair
Category: Automotive , Cars