Global car rental company Sixt is launching a spot directed by Brad Hasse that spoofs America’s political process, starring the iconic “The Rent is Too Damn High” founder and spokesperson Jimmy McMillan, social media influencer The Fat Jew and The Young Turks’ host Cenk Uygur.
The spot, created by NY-based creative content studio The Collective @ LAIR in conjunction with top German creative agency thjnk, represents both thjnk’s and Sixt’s first-ever campaign in the US.
Dubbed “The Rent Is Too Damn High,” the spot is set in an all-too-familiar press conference as the offbeat McMillan takes the podium representing his infamous “The Rent is Too Damn High Party” — however, soon it becomes clear that McMillan is no longer discussing the issue of real estate rentals in major cities, instead he’s talking about how car rental fees are too damn high.
Cent Uygur, known for his skeptical tone in his viral political videos, plays a reporter who calls out McMillan for his political deviation, to which McMillan deviates even further by singing, then dancing, and eventually breaking out into a full dance party complete with background dancers led by The Fat Jew, quieting both Uygur as well as the room full of journalists.
The campaign was strategically scheduled to go live on all social channels exactly one week before the U.S. elections, and is comprised of an online video, theme song (available as a download), and a variety of social media measures.
CREATIVE CREDITS:
Production Company: Collective at Lair
Director: Brad Hasse
Agency: Thjnk
Agency Creative Directors: Georg Baur, Torben Otten
Agency Producer: Ralph Teichmann
Executive Producer: Mark Aji, Theresa Loguercio
Associate Producer: Lara Geis
Casting: Side Car Casting
Music: EMW Music Group
