Dollar Car Rental launches a new advertising campaign featuring SNL star Mikey Day as 'The Common Sensei,' a wise teacher character demonstrating the company's common-sense approach to travel and car rentals. The campaign, launching April 7, 2025, showcases Day in multiple personas addressing travel complications through humor and practical advice.
The series will be distributed across streaming video and audio, social media, and owned channels. Day portrays the sensei and five additional eccentric characters, emphasizing Dollar's commitment to simplifying the rental experience through direct booking benefits on Dollar.com, including lowest rates, online check-in, and fast pickup options.
The campaign will include a sweepstakes offering a grand prize of a New York City trip to meet Mikey Day, $25,000, and tickets to a late-night comedy show. The initiative was developed by FKQ Advertising and Shadow Lion.