No More "Big Rental"

Turo positions itself as a more flexible, personalised alternative to traditional car rental, offering drivers the ability to choose specific vehicles from local hosts in convenient locations. Framed as an “Airbnb for cars,” the platform aims to put the driving experience first, challenging an industry that has historically prioritised the destination over the journey itself.

The new campaign, created by Deutsch under CMO David Corns, directly targets the frustrations of traditional rental services, from long airport queues to confusing parking lots and the all-too-common “midsized or similar” compromise. Turo reframes these pain points as opportunities, highlighting features like vehicle delivery and a wide selection of exact makes and models, giving customers greater control and choice over their rental experience.

At the heart of the campaign is ‘Cars Are Cool’, a hero film directed by Esteban through CANADA. The film contrasts the uninspiring reality of conventional rentals with the appeal of stylish, desirable cars in scenic settings, reinforcing the idea that renting a car should be part of the enjoyment, not just a means to an end. By reconnecting with the emotional appeal of driving, Turo positions itself as a brand that celebrates cars rather than reducing them to a functional afterthought.