Hertz Corp. today breaks TV spots for its NeverLost global-positioning system, which uses real-time links to satellites to guide drivers. Spots from Moss/Dragoti, New York, use a "Famous last words" theme, with drivers saying such things as "I know this town like the back of my hand," while getting lost. The $20 million-plus network and cable TV campaign continues the long-running "Hertz. Exactly" tagline.
Copyright August 1999, Crain Communications Inc.