Holiday Autos aims to “kick start the summer” with a new TV advertising campaign featuring a voiceover by comedian Ronnie Corbett.
The theme builds on the thought that unlike some hire cars, Holiday Autos are 'born to have fun in the sun'.
The brand’s iconic ‘Wheels’ car symbol is brought back to life as part of a wider brand refresh.
The ads, which appear from Tuesday (May 6) take a tongue in cheek approach to this and depict ‘Wheels’ pregnant mum giving birth to a baby car. In his cot, Wheels is bottle-fed petrol, before bursting out and going on an adventure to the beach.
Holiday Autos’ brand identity and website has revamped to look lighter, fresher and more energetic, and to make more of ‘Wheels’ personality.
Chief marketing officer Andrew Pumphrey said: “We have the strong ambition to always be the first port of call for people booking car hire, particularly for their holidays.
“Customers often think of car hire as a boring necessity so we’re looking to change perceptions and make booking car hire a pleasurable part of the holiday planning experience.
“We’ve brought back our character Wheels to spread the message that Holiday Autos champions holiday freedom and fun, and we’re excited to launch the new brand campaign to kick start the summer.”