Turo, the car rental marketplace, is giving an all-too-common experience a name–you’ve been “Carfished,” which is the title of the new global campaign from New York-based creative agency L&C. Directed by Bacha Caravedo via production company Senor Z, this spot shines a light on one of traditional car rental’s big frustrations–booking one vehicle but receiving another. Borrowing from the familiar idea of being “catfished,” the campaign introduces “carfished” as the feeling of expecting one car and ending up with something that’s a major departure from what you reserved.
This “Carfished” commercial points out that this doesn’t happen with Turo. That’s because every vehicle is managed by a host, users can browse and rent a specific car–not just a vehicle category. The car they choose is the exact car waiting for them, eliminating the surprises that have become synonymous with traditional rental companies.
“The beauty of this campaign lies in the insight,” said Gian Carlo Lanfranco, co-founder and co-chief creative officer at L&C. “Almost everyone has experienced the disappointment of arriving at a traditional rental counter only to be handed a car that looks nothing like the one they booked–smaller, older, or simply different. We’ve all been ‘carfished’ at some point. By tapping into that universal experience, we’re able to highlight a benefit that only Turo can truly own. We believe it’s a simple, relatable idea that can resonate with audiences around the world.”
