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Avis’ classic strapline, "We try harder", features in its new European TV campaign. VCCP created the ad, which aired during England’s World Cup match against Costa Rica on Tuesday. The black-and-white film opens with a man in a multistorey car park using the remote unlocking device on his keys to locate his hire car. However, instead of one car responding, all of them do. As Let’s Go Fly A Kite from Mary Poppins begins to play, the ad cuts to shots of different cars in exotic locations, all beeping as they unlock. The work was written by Kieran Knight, art directed by Veryan Prigg and directed by Marcus Söderlund through Academy.