Zipcar car-sharing service launches three new video ads that encourage consumers to “Tap That.”

“I’d tap that.” While the ‘tap’ in that phrase represents tapping a Zipcar card to unlock the company’s shared vehicles, the Boston-based brand gets a little risque in their new campaign. From old women watching shirtless young men play basketball, to a husband who takes things a little too far for his wife, the ads are very funny.  But of course, I am much funnier.  Just ask.

The spots also work well with Zipcar, as each of the ads makes sure to reference the service’s ease of use and convenience. While a well-executed joke will help any ad, bonus points always go to the spot which ties the joke into the product or service it aims to sell.

Impressively, the ads come from Zipcar’s in-house creative team. I wouldn’t have expected a company like Zipcar to have an in-house creative team, but that’s yet another indication of the brand’s forward-thinking mindset.

One spot, in which a rather large woman claims she’d “tap that just about anywhere,” might be best-suited for late-night air time. As a male co-worker struggles to fit his luggage in the car, the rotund woman asks, “Is it in yet?,” which leads to a conversation about a man’s preference for “big trunks.” It’s funny, but it pushes the envelope quite a bit further than the other spots.

As for my personal favorite, I’ve got to go with the hiking couple who happen across a group of young men with their Zipcar. After the woman proclaims, “We’d tap that,” the man enthusiastically adds, “With them!” The resulting awkwardness earns a big laugh, as no one really knows what to make of the man’s suggestion.

I’m into the ads. The tone is pretty edgy, but it’s played perfectly, and the spots never cross the line of bad taste (though the one with the “eager” fat woman does come close). Kudos to Zipcar for producing legitimately funny material, and in-house at that.  Next time, gimme a call.

Howard Davidson Arlington MA