Life Continues To Demand DieHard

DieHard has a rich history of outlandishly testing their batteries. In 1975 they left a car frozen on a lake for three months just to see if it would start. With that history in mind, Y&R Chicago had one goal when tasked with reintroducing the DieHard brand: to prove that their batteries live up to their name.

To build upon their heritage and reach a younger audience, Y&R partnered with director Henry Alex-Rubin to torture the toughest DieHard battery yet: the DieHard Platinum. Over two days in the Bronx, the team captured the Platinum starting a car while running everything it takes to power beat boxer/comedic performer Reggie Watts.

About David Burn

Fired up to write it down. Co-founder and editor of AdPulp. Chief storyteller at Bonehook, a guide service and bait shop for brands.