In the late-1970's, market leading Hertz had O.J. Simpson running through airports in commercials, with the truly awful tagline "the superstar in rent-a-car".
Upstart competitor Avis had to respond, deciding to go with a non-athlete who was not a celebrity at the time for their "We Try Harder" ad campaign. The premise was that business people (then and now) couldn't relate to running and jumping through airports. Four decades ago, a young (but already bald) Jeffrey Tambor was selected to help mock Hertz and O.J.