DIE HARD

To reintroduce DieHard at Advance Auto Parts, we had a simple idea: mash the beloved franchise with the beloved battery. Getting there during the pandemic was a hell of a lot harder, but we managed to bring back McClane, Argyle, Theo, and even a Henchman from the film, and craft an absolutely batshit 2:00 broadcast spot that has entered the official FOX/Disney franchise canon.

“DieHard is Back” earned more than 2 billion media impressions, and coverage everywhere from Stephen Colbert to the Hollywood Reporter and Variety. More importantly, we lifted net revenue by a whopping 15% and awareness by 80%.

This campaign went on to win a Grand Clio, four Gold Clios, seven Gold Addys, an Effie, four Muse Platinum Awards, and many more. The case study is below, but watch the teaser and spot first. Fun fact: that’s me whistling in the teaser.

REAL LIFE DIEHARDS

After losing a leg in Afghanistan, Kirstie Ennis has gone on to do things that are truly awe-inspiring.