Situation - Budget Car & Truck Sales is a large used car dealer with multiple locations in Tucson, Phoenix, Columbus and Las Vegas. Their strengths include selling inventory from their diverse rental fleet (Budget Rent-A-Car), maintaining service on their vehicles, and therefore controlling a high quality product for resale.

Objective - Steal market share not just from other used car sales, but new car dealers. By highlighting the downfalls of buying a new car and the enormous depreciation rate, Budget has twice the opportunity to generate business.

Creative Strategy - Let Budget Take the HIT!
This powerful boxing campaign demonstrates a very profound point that everyone feels when they purchase a brand new vehicle: The remorse of depreciation. It’s what happens when you buy a new vehicle and lose an average of 28% of its value in the first week of ownership. However, at Budget, they’ve already taken the initial depreciation hit, saving you thousands of dollars when you purchase from them.