Last year, Advance Auto Parts helped relaunch the DieHard brand with an action-packed two-minute film starring Bruce Willis.
Now the company has launched the next phase in its ongoing support of the DieHard brand. The new work debuted during CBS’ coverage of the NFL Playoffs and focuses on the brand’s core attributes: reliable, durable, powerful.
The messaging in the latest effort showcase the power of “diehard people” who choose DieHard batteries and a unique, fantastical connection between them. As the copy states, “Imagine if everything had the reliability, durability and power of DieHard.”
Several ads will rolled out in the coming weeks that will run both online and off, supported by digital banners and social media. The campaign was created by the brand’s creative agency, The Marketing Arm, part of Omnicom.
The launch of the new campaign is timed to mid-winter--a key selling period for car batteries. The work will be seen in high-profile television events including the NFL championships.