DieHard is Back!
We were asked to help Advance Auto Parts relaunch the DieHard Batteries brand. So naturally we proposed bringing John McClane [Bruce Willis] back in a 2 minute short film that aired on national TV.
Willis’ three daughters “leaked” a 15-second unbranded trailer on social media. The next day, people were buzzing about the possibility of a new DieHard movie! Then, the full-length commercial aired during the marquee NFL game. Not only was the return of John McClane confirmed, but the world was reminded of the power and durability of DieHard batteries.
The results were epic
The campaign generated a wave of earned media coverage, including write-ups in top-tier publications such as The Hollywood Report and Vanity Fair. More importantly, publicity following the campaign directly led to a 15% increase in net sales for the brand.
The social buzz
Our #DieHardIsBack hashtag got fans on social media sharing theories about a new DieHard movie.