It started as a joke. "I'd tap that," one of our copywriters said in an off-handed way, referring to a Zipcar. Hmm…there's something there. So we took the step of unlocking a Zipcar by tapping a "Zipcard," mixed it with some unexpected wordplay — plus a dash of the audience's dirty mind — and came up with a campaign of three 30-second online videos (which also tested on TV). To date, they've been viewed nearly one million times.

"I'd Tap That" was developed by the Zipcar in-house creative team, working directly with a boutique production company.

The “Coworkers” spot toys with the stereotype of philandering suits, then throws in cheeky empowerment for the female executives, too. The scenario of a group business trip at a hotel — coupled with dialogue that alludes to “activity” at airports, universities, and during quick spins at lunch — highlights additional Zipcar use cases in a playful and unobtrusive manner.