Cars are often depicted as convenient and powerful, but they are hardly ever portrayed as a way to relax; nevertheless, that is exactly what the Madison Rent a Car campaign has decided to do. Granted, it is a series of prints ads for car rentals, not the cars themselves. It appeals to tired tourists who still have a lot to do on their agenda.
Conceived and executed by Buenos Aires-based ad agency McCann Erickson, the Madison Rent a Car campaign turns the rental cars into sublime foot baths. Paired with the simple tag line "Walk less," the ad campaign offers a welcomed alternative to being on one's feet all day. It was illustrated by Nacho Coste and photographed by Buena Vista.