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

Native Nebraskan seeking the perfect pale ale in the Pacific Northwest. Disc golfer. Fan of Kurt Vonnegut, community radio and wolves in the wild. Copywriter and brand strategist at Bonehook. Co-founder and editor of AdPulp.