Consumers Get to Be Backseat Drivers in new Campaign for Zipcar

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Zipcar is all about being spontaneous and to prove it, the car-sharing company and agency Leroy + Clarkson are inviting consumers to dream up a host of silly scenarios for Zipcar's new spokes-guinea pig, comedian Dan Levy, to carry out.

The premise is reminiscent of "Subservient Chicken," the viral phenomenon for Burger King created by Crispin Porter & Bogusky and the Barbarian Group. Leo Burnett, Chicago also mimicked the project by putting its creative recruiter David Perez at the mercy of crazy creatives in Cannes a couple years ago.

All the Zipcar stunts take place in New York City, and are executed by Levy, a regular guest on Comedy Central who's touring right now with Aziz Ansari. So far Zipcar's 65,000 Facebook fans have suggested Levy do everything from play a game of Quidditch --- the sport of wizards and broomsticks--to playing matchmaker for random strangers whom he sends off on dates.

Zipcar is using TV to drive traffic to its Facebook page, where web videos of Levy's adventures will live --- and importantly, where members can now book reservations.

This docu-style spot begins running on the IFC Channel next week.

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