DieHard batteries: DieHard is back

Advanced Auto Parts, an automotive aftermarket parts provider, launched 'DieHard is Back' in the US to increase awareness, purchase intent and sales for the DieHard brand during battery season.

Campaign details

Brand: DieHard Batteries Agency: The Marketing Arm Country: United States

Why is this work relevant for Creative Strategy?

This campaign took a classic car battery and turned it into a Hollywood action hero. While the work could have simply used a Bruce Willis cameo in a "DieHard Commercial," the chosen path instead immersed the car battery into the canon of IP beloved b