Don’t Rent A Car, Rent THE Car

Agency: GUT Miami


SIXT, one of the leading global mobility providers, announces the launch of its new integrated marketing campaign in the United States. Entitled “Rent-THE-Car,” the campaign leans into the premium experience and superior fleet SIXT offers its customers when compared to typical Rent-A-Car services. SIXT has long been known for its impressive airport and out-of-home campaigns at all the major travel hubs in Europe. For the first time in its almost 12-year history in the United States, the brand is now committing to a larger advertising spend and much more comprehensive campaign as opposed to targeted programs in the past.

Catchy and provocative advertising has always been a staple of the SIXT brand, and the company is finally bringing that tradition to the U.S., the world’s largest car rental market and the largest individual market for SIXT. With launching its advertising in the U.S., the company is challenging the “a” in the “Rent-A-Car” category by being the first “Rent-THE-Car” brand with its newest campaign of the same name. The campaign, created in partnership with GUT Miami, a full-service, award-winning independent ad agency, highlights how uninspiring car rental processes in general can be and that it can be found in the category name: Rent-A-Car. By creating the “Rent-THE-Car" campaign concept, GUT helped SIXT demonstrate how the brand is different: Exciting its customers with a premium rental experience and offering a large premium fleet. The “Rent-THE-Car” campaign ultimately highlights how SIXT wants to be the brand that stands against the “A” in “Rent-A-Car”, because when customers rent with SIXT, they don’t have to just rent A car, but they can rent THE car.

In the coming months, the campaign will run across TV, digital and out-of-home. The ads will exclusively feature BMW vehicles as one of the important OEM partners for SIXT.

This professional campaign titled 'Don’t Rent A Car, Rent THE Car' was published in United States in December, 2022. It was created for the brand: Sixt, by ad agency: GUT Miami. This Integrated medium campaign is related to the Automotive industry and contains 1 media asset. It was submitted over 1 year ago.


Anselmo Ramos, Co-Founder & Creative Chairman
Gaston Bigio, Co-Founder & Creative Chairman
Andrea Diquez, Global CEO
Carmen Rodriguez, Managing Director, Global Chief Client Officer & Partner
Ricardo Casal, North America CCO & Global Partner
Juan Javier Peña Plaza, North America CCO & Global Partner
Fernando Ribeiro, Global Chief Strategy Officer & Partner
Bruno Mazzotti, Executive Creative Director
Dean Paradise, Executive Creative Director
Ariel Abramovici, Executive Creative Director
Bruno Acanfora, Executive Creative Director
Lauren Cooper, Creative Director
Cara Johnson, Creative Director
Jose Ramirez, Creative Director
Jeff Schermer, Associate Creative Director
Daniel Jaramillo, Associate Creative Director
Tina Assadpour, Associate Creative Director
Sofia Rosell, Associate Creative Director
Paulo Damasceno, Associate Creative Director
Matias Cachiquis, Art Director
Wonsik Cho, Copywriter
Rachel Fund, Copywriter
Clara Lvoff, Art Director
Guido Fusetti, Head of Art
Rebecca Miranda, Designer
Daniel Pastor, Designer
Junia Parodi, Director of Creative Operations
Carolina Perez, Creative Manager
Vanessa C. Rodriguez, Creative Manager
Kristy Garcia, Senior Content Project Manager
Melissa Rodriguez, Project Manager
Joselyn Bickford, Head of Account Management
Katheryn Batista, Account Director
Veronica Perez, Account Supervisor
Claire Golden, Account Executive
Felipe Oduber, Account Coordinator
Pablo Rosas, Group Strategy Director
Anastasia Lara, Senior Strategist
Maria Fernanda Perez, Senior Strategist
Carol Matter Pileggi, Jr. Strategist
Christian Pierre, Head of Data Intelligence
Rosa Cubas, Content Strategy Director
Renata Neumann, Head of Production
Jack Cutler, Executive Producer
Alexandra Odriozola, Director of Content Production
Gaby Levy, Senior Producer
Emma Giorelli, Jr. Producer
Nicolas Fernandez, Editor/Motion Designer
Alexandra Velasco, Director of Communications

Jane.TVRich Rama - EP
Jane.TVJackson Rogers Producer
Animal Music

Tobias Seitz, Executive Vice President Brand & Digital Marketing
Robin Ruschke, SVP Global Brand Strategy & Communications
Tobias Freundlieb, Director International Marketing Communications & Media
Eliah Werner, Head of Brand Development
Johannes Gunst, Vice President PR & Communication
Kathrin Greven, Director PR & Communication
Franzisca Schiwek, Head of Social Media
Julian Gottfried, Executive Online Advertising
Stephan Hong, SVP eCommerce
Niklas Hollaus, Director Online Advertising
Juliane Pietzsch Murphy, Head of Marketing USA
Mitchell Goldstein, Project Manager, Airport Marketing USA
Kimberly Sherrill, Social Media Manager USA
Caroline Pins, Graphic Designer USA

Lauren Bishop Jennings, Senior Vice President
Dara Schopp Helitzer, Senior Director
Kristin Martinez Senior Account Executive
Kate Beeks, Junior Account Executive


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