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

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New campaign from The Marketing Arm asks, 'Imagine if everything had the reliability, durability and power of DieHard'

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.

video
Diehards Choose DieHard
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CREDITS
ADVANCE AUTO PARTS/DIEHARD BATTERY
“Diehards Choose DieHard™”

CLIENT: Advance Auto Parts/DieHard Battery

EVP, Chief Marketing Officer: Jason McDonell

SVP, Marketing & DIY Strategy: Allison Bubar

Director, DieHard Marketing: Katie Clark

Director, Corporate Brand Marketing: Heidi Flippen

Senior Marketing Manager, Brand Marketing: Regina Exum

Senior Marketing Manager: Carlos Monreal-Orla

AGENCY: The Marketing Arm

Creative:

Chief Creative Officer: Harris Wilkinson

SVP, Creative: Leo Santos

Director, Creative: Mason Viera

Director, Creative: Tim Wood

Director, Concepting: Nick Cernoch

Senior Art Director: Justin Lloyd

Account:

SVP, Account: Lori Thelen

VP, Account: Shyrl Bagneris

Senior Account Executive: Stephanie Ibanez

Account Executive: Antoinette Weedor

Content/Production:

VP, Video Production: Diana Schroeder

Senior Director, Print Production: Corey Hart

Director, Business Affairs: Katie Johnson

Senior Producer, Video Production: Matt Williams

Senior Producer, Video Production: Leigh Mergehenn

Senior Designer, Video Production: Ethan Armendariz

Senior Manager, Production: Kelly Lenthe

Business Manager, Video Production: Debbie McIlhany

Coordinator, Video Production: Jeanne Canright

Strategy/Planning:

VP, Strategy: Chris Lee

Senior Strategist: Lucca Vaselli

Production Company: Natural Selection

Director: John Suits

Producer: Malcolm Duncan

DP: Minka Farthing-Kohl

Styling: Yvonne Wagner

VFX: Max Colt

Color: Joseph Bicknal

Sound Mix: Jose Barrucco

Editorial House: Natural Selection

Editor: John Suits

Genres: Visual VFX

Elvove Associates, Fri, 21 Jan 2022 07:48:00 GMT