As you can see, the ad depicts a couple of business people very inefficiently carrying a bunch of crap whilst riding bikes in business attire. Their problems could easily be solved by a good messenger bag or some saddle bags on their bikes. They don’t actually need cars.
Yes, the whole point of Zipcar is that indeed, sometimes you might actually need a car. It is great that this company exists for those of us who choose not to own cars. However, implying that it is simply impossible to get to your office without a car is not a message that us car free individuals repsond too. People who feel that way own cars and are not Zipcar’s target audience.
It is actually quite possible for a business person to get to their office on their bike, without need for a car.