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Enterprise Rent-A-Car has launched a new TV brand campaign to build awareness of the company and its US-style customer-service culture.

Written by Dan Gorlov and Rachel Le Feuvre at Dare and directed by the comedy director Martin Granger, the ad broke on 13 August, with a second TV spot planned for later in the year.

The advertising will be accompanied by additional content in print, point-of-sale, a viral film, digital and social. Steak London was appointed to seed viral content and drive SEO.