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Yippee Ki Yay: Advance Auto Parts Teams with Bruce Willis to Bring Back 'DieHard'

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DieHard the battery and 'Die Hard' the movie come together for the first time with the help of The Marketing Arm
Yippee Ki Yay: Advance Auto Parts Teams with Bruce Willis to Bring Back 'DieHard'

It’s been ten years since the DieHard battery brand advertised on television. But on Sunday 18th October, all of that changed. Advance Auto Parts, a leading automotive aftermarket parts provider, debuted new advertising that heralds 'DieHard is back'. Not only back, but bigger and bolder than ever.

In an epic, action-packed two-minute film, created and produced during Covid-19 by The Marketing Arm, a Dallas-based creative agency partner for Advance Auto Parts, DieHard the battery brand and 'Die Hard' the motion picture came together for the first time to deliver an entertaining message that demonstrates the power, reliability and durability of the DieHard brand. 

The film features narrow escapes, explosions, product demonstrations and, yes, Bruce Willis aka John McClane - a character who reflects the qualities of grit, toughness and persistence that are synonymous with the DieHard brand. In fact, it’s the first time that Willis has reprised his role as John McClane in any commercial enterprise.

Equally exciting is the fact that other highly recognised characters from the original film also appear in the film; and there are multiple moments that pay homage that will please and delight 'Die Hard' fans and consumers alike.

The film debuted during the highly anticipated match up between the Green Bay Packers and Aaron Rodgers versus the Tampa Bay Buccaneers and Tom Brady as part of FOX NFL’s 'America’s Game of the Week' on Sunday 18th October. There are also 15 and 30-second versions of the spot which will air nationally and in key local markets throughout October, which is National Car Care Month.  


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Client

CLIENT: Advance Auto Parts – DieHard Batteries

CEO: Tom Greco

EVP & CMO: Jason McDonell

SVP & General Manager, Diehard: Allison Bubar

VP, Marketing: Wendy Blume

Director, Public Relations: Darryl Carr

Sr. Marketing Manager, Marketing: Regina Exum

Sr. Creative Manager, Marketing: Heidi Flippen

Agency

CREATIVE AGENCY: The Marketing Arm

CEO: Andrew Robinson

President: Trina Roffino

EVP, Creative: Will Clarke

SVP, Creative: Leo Santos and Harris Wilkinson

Sr. Creative Director/Art Director: Rob Neatherlin

Sr. Director, Concepting: Stu Hill

Associate Director, Concepting/Copywriter: Nick Cernoch

Creative Director: Steve Hinckle

Associate Creative Director: Shelly Williams

Sr. Art Director: Ida Brown

Sr. Copywriter: David Fox

Art Director: Zach Phillips

SVP, Account: Lori Thelen

Director, Account: Shyrl Bagneris

Sr. Account Executive, Account: Stephanie Ibanez

EVP, Strategy: Kathleen Colditz

VP, Strategy: Chris Lee

Strategist: Stephen Bellinger

Vice President, Production: Diana Schroeder

Sr. Producer: Matt Williams

Production

PRODUCTION COMPANY: Natural Selection

Executive Producers: Amanda Mortimer, Nicole Flores

Director: John Suits

Director of Photography: Will Stone

Production Designer: David Dean Ebert

Costume Designer: Anthony Tran

Casting: Bobby Stephenson - 5th Street Studios

Make Up: Hugo Villasenor

Hair: D'nelle Almanza

Editors: John Suits, Adam Grabarnick

VFX

VFX Producer: David Brown

VFX Supervisor: Matt Von Brock - Ghost

VFX Graphics: Howard Shur, Rik Michul, Adam Petke - Flawless Post

VO: Ashton Smith (KMR Talent)

Media

MEDIA PLANNING AND BUYING: 360i

PR

PUBLIC RELATIONS AGENCY: FleishmanHillard

Genres: Comedy, Action

Categories: Home, Batteries

Elvove Associates, Mon, 19 Oct 2020 12:50:05 GMT