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Vintage ad: With Hertz, you can take it and leave it


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It was a more literal time back when Hertz told customers they could leave their rental cars "anywhere." That promotion today would require detailed disclaimers so the headline would read: "Mr. Jack Kramer's got the Hertz idea...Because you can leave a Hertz car in any city in the U.S. with a Hertz office for just an additional $10 charge." How would you find the Hertz office in another city? By looking under "Hertz" in "alphabetized phone books everywhere."

 

Hertz first started renting cars in 1918, and established the first coast-to-coast franchised network in 1925, according to its Web site. By 1955, it had 1,000 locations.

In this vintage ad, notice the "star" of the ad, tennis great Jack Kramer, is hidden in profile, while the Hertz manager with the contract and pen at the ready is facing the camera. Picture hiring today's tennis star, Anna Kournikova, and not letting her face the camera. Oops, wrong example, perhaps you would want her in profile.

Anyway, our point was that the chain's "unposed picture" of Kramer belies his candid quote: "Hertz is a real pro. Why, I can rent a car in one Hertz city and leave it at any other Hertz office across the country!" Sounds canned to us.

The "low national average rate" was $38.50 a week, plus 9 cents a mile, including all gasoline, oil and proper insurance." Now that's a price point we'd all love to net. At press time, the Web site was offering a deal of $40 off your weekly rental.

Source: FisherZucker Franchise Collection, Philadelphia, Pennsylvania

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