Alamo Rent a Car, founded in 1974 with the distinctive selling proposition of unlimited mileage for renters, emphasizes the original pitch in this 1994 Super Bowl spot, a 90-second family epic that sends its protagonists on a mission to drive every road in the United States. Watch to see a couple bear children, home-school them in a moving rental car, argue directions with a robot and eventually reach the year 2028, when it turns out they might have further to drive. The commercial cost a reported $1 million to shoot and another $3 million in airtime.
For other Super Bowl visions of the the future, see Hyatt Hotels’ homage to “2001: A Space Odyssey” and the Canned Foods Information Council’s “Brilliance,” both from the 1985 game; Foot Locker's "Futuristic" from 1987; and Nuveen Investments’ Christopher Reeve ad in 2000 ("Advances").
Director: Joe Pytka, the legendary Super Bowl ad director who also directed "One Year Later" for McDonald's in the same game.
BRAND: Alamo Rent a Car
AGENCY: Hal Riney & Partners
QUARTER AIRED: Q2