Advance Auto Parts Launches Next Phase In Its Ongoing Support of the DieHard Battery Brand

Last year, Advance Auto Parts helped relaunch the DieHard brand with an action-packed two minute film starring Bruce Willis (known for his role as John McClane in the movie 'Die Hard') and heralding that 'DieHard is back'.

The campaign proved to be highly successful, earning industry praise and driving business results.

Now Advance Auto Parts is launching the next phase in its ongoing support of the DieHard brand.  The new work will debut during CBS’ coverage of the NFL Playoffs and will focus on the brand’s core attributes:  reliable, durable, powerful.  

The message will be brought to life in a series of videos that showcase the power of diehard people who choose DieHard batteries and a unique, fantastical connection between them.  The videos will run both online and off, supported by digital banners and social media.  The campaign was created by The Marketing Arm, the creative agency partner for Advance Auto Parts.

The campaign launch is timely: January is a key selling month for car batteries, and the work will be seen in high profile television events including the NFL championships, consistent with DieHard’s reputation as a high profile brand.