Hertz's Avis counterpunch campaign exuded arrogance, aggression and attitude. Such was typical of Carl Ally's `Grab em' by the throat' attitude, which won him fame, fear and loathing. He was known as a brash, heavy-hitting man; stubborn, and perhaps a little reckless in his ways. Albeit his disagreeable ways, he was responsible for transforming many corporate underdogs like Federal Express, MCI, Volvo and Scandinavian Airline Systems into American household names.

Born in 1924, Detroit, Ally served America in WWII and the Korean war as a distinguished fighter pilot in the U.S Air Force, winning medals of honour. After the army he graduated from the University of Michigan with a bachelor's and master's degree. His career started at General Electric, as an advertising executive. After which he worked at a small Detroit advertising firm then advanced...