The 'Wheel of Life' Keeps Turning in Enterprise Rent-A-Car's First European Ad Campaign

Enterprise Rent-A-Car today launches its first integrated European campaign by creative agency The Corner. Playing into the brand’s ‘Whatever the mission’ comms platform, the campaign demonstrates how Enterprise’s vehicle range, service ethos and local neighbourhood locations can help people of all types with their everyday missions.

‘Wheel of life’ is a warm, optimistic TV spot, shot by Riff Raff’s Ed Morris, that pans back elegantly through a typical neighbourhood to show how Enterprise, the world’s largest car rental company, sits at the heart of communities, and unlike other airport-based competitors, is part of the rhythm of everyday urban life.

Complimentary OOH, print and radio support this overarching message, with photography by Sam Wright, whilst digital and social communicate the different parts of Enterprise’s B2C and B2B offering; like daily car and van rental, insurance replacement vehicles and complete fleet and mobility solutions, such as Enterprise Car Club, which is the largest of its kind in the UK.

The campaign, which totals over 500 assets, will run in the UK, Germany, France and Spain throughout 2022 across TV, OOH, radio, print, digital, paid social and e-commerce.

Mark Thomas, global head of brand and marketing, Enterprise says: “I am immensely proud of our first European campaign which portrays Enterprise as a brand for everyone, offering more modern transport solutions, for the way we live today. By showing the full breadth of what we offer, we can open up new usage occasions. In a post lockdown market, with many of our competitors on the back foot, and renewed investment in our own business, we are well positioned to drive growth.”

Tom Ewart, CCO and founding partner, The Corner says: “Most people tend to think of renting a car at the airport, but Enterprise started local, in the heart of the community, and their vehicles help keep everyday people moving. Inspired by the street scenes of artist Anthony Farrell, we wanted to create a singular piece of visual poetry that captures this human rhythm of life.”