International hotel brand Best Western has been around since 1946 and has long prided itself on being the world’s largest lodging chain with a focus on value. Despite incorporating these points into its advertising over the decades, Best Western has fallen short of leaving the public with a cohesive, positive view of the brand. As they embark on their first major rebranding since 1993, we thought we’d take a look back at three of Best Western’s classic commercials, starting with this one from 1970.

https://www.youtube.com/watch?v=rwdrZh-vvSE

Here’s another one from the same year – this time with a happy Rodney Dangerfield toward the end of the spot.

Commercials featuring the comedian du jour were still around nearly 20 years later – and still not really that funny.

Approaching its 70th anniversary, Best Western has chosen to revamp its brand and chains with a refresh that includes a new logo, altered company name, and an approximately $2 billion investment. In addition, the company has introduced several new brands, including urban-focused Vib. While launching boutique-style brands follows the trend set by hotel giants like Hyatt and Marriott, there’s always a chance that they will be at odds with the company’s focus on value. What do you think? How will Best Western’s new overhaul affect the brand overall?

FUN FACT: Originally located only west of the Mississippi River, the Best Western moved to expand east in 1964 with the brand “Best Eastern.” The name was dropped two years later. (Source: Best Western)