The photo in the advertisement was taken by amateur photographer David Plumb who happened to be in a nearby open game viewing vehicle when the incident took place.
The advertisement promotes the use of waivers to reduce the financial risk to the renter should something unfortunate happen to the rented vehicle. It reads: “Betcha they're glad they took waivers.”
Marketing and sales director Linda Lombard says the reaction to the ad was very positive and drove home the message of the importance of taking out waivers when renting vehicles. At the same time, the elephant doubles up as a symbol of Budget's longevity and experience in the market, which passed the 40-year mark this year.
