In 1962, Avis was in search of a new advertising campaign. Since its 
  inception, the car rental company had trailed behind the market leader, 
  Hertz. So the ad agency Doyle Dane Bernbach decided to embrace Avis’ 
  second-place status as a sneaky way to tout the brand’s customer service. 
  “When you’re only No. 2, you try harder,” went the new tagline. “Or else.”