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.

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About David Burn

Native Nebraskan in the Pacific Northwest. Brand builder at Bonehook. Co-founder and editor of AdPulp. Contributor to The Content Strategist. Believer in Gossage, Bernbach and Clow. Doer of the things written about herein.