Car sharing marketplace Turo has launched a new campaign, 'Way to Go', in collaboration with specialist retail agency The General Store.

The campaign is designed to position Turo as a smarter alternative to traditional car rental services, showcasing its diverse range of vehicles and streamlined booking process.

The hero film of the campaign contrasts the typical car rental experience with Turo's service. It features a family who bypasses long queues by booking their vehicle through Turo.

The campaign film was created in partnership with Chisel Films and director Jarid Seymour, and includes 30, 15, and 6 second executions.

Supporting out-of-home advertising emphasises the smooth process of using the Turo app and highlights the selection of cars available.

Managing Director at The General Store, Sophie Lander, said: "Our partnership with Turo is off to a great start! We loved the challenge of showing a new way to rethink car rental in a way that was going to help them grow their customer base at a crucial time."

Marketing Director at Turo, Ben Khoshabeh, said: "Renting the perfect car for your next adventure should be as simple and seamless as booking a hotel room. Yet, too often, car rental comes with universal frustrations—long lines, hidden fees, and generic vehicles that rarely meet expectations. At Turo, we’re transforming the experience, making renting a car smooth and effortless, wherever you are. With our community of trusted hosts, Turo offers unmatched convenience, an extraordinary selection, and the guarantee that the car you book is the one you’ll drive. We want Aussies to know there’s a smarter way to travel, and 'Way to Go' captures that spirit perfectly."

Chief Creative Officer at The General Store, Marcus Tesoriero, said: "There’s nothing worse than getting stuck in that rental car queue for a clichéd, white hatchback. 'Way to Go' celebrates those moments when you outsmart the dated system and get exactly what you want. So great to see the campaign finished and out in the world."

The integrated campaign is now live across BVOD, OLV, social and OOH channels, with media strategy and buying led by Avenue C.