Item: US Army USMC Marine Vietnam Avis "We try harder." Advertising Pin

Dimensions: 2" x 1 1/2"

Markings: Classic "We try harder." slogan in red on white at front. "COMPLIMENTARY BUTTON FROM AVIS RENT A CAR" on the natural metal at back.

Condition: This pin is in Very Good Condition. Some scattered scratching and spot darkening at front and back. Sports the original retention tab at top.

Historical Background: "We try harder" was a hugely successful 1960s ad campaign by Avis Rent-A-Car, the perennial "number 2" in the car rental business. The popular motto was soon printed on complimentary pins distributed at Avis locations. Troops in Vietnam loved the slogan for its "rooting for the underdog" flavor, and many adopted it as their own, wearing the classic Avis "We try harder" pins on their M-1 helmet covers. We have shown a photo of a "grunt" in Vietnam wearing a similar Avis "We try harder" pin on his M-1 helmet cover.

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