DieHard Amps Up for the NFL Playoffs with Advance Auto Parts Spot

By Kyle O'Brien 

In 2020, Advance Auto Parts helped relaunch the DieHard car battery brand with an action-packed two-minute film starring Bruce Willis, which reignited interest in the brand.

While the latest DieHard campaign might not have the star power or nostalgia of that ad, Advance Auto Parts is launching the next phase in its ongoing support of the DieHard brand with a spot meant to capture the energy of the battery. The new work, which will debut during CBS’ coverage of the NFL Playoffs on January 22, evolves the messaging by focusing on the brand’s core attributes of reliability, durability and power.


The message will be brought to life in a series of videos that showcase the people who choose DieHard batteries and the connection between them. The first spot shows a man bringing a DieHard battery to the Advance Auto Parts counter, then cuts to a stadium tunnel, where a pair of football shoulder pads are being charged by the battery. A player dons the pads and is energized to blast a tackling dummy across the field. As the voice over states, “Imagine if everything had the reliability, durability and power of DieHard.”

“Our new ‘Diehards Choose DieHard’ campaign celebrates what it means to be a diehard and, through creative storytelling, the campaign will connect those who have a diehard spirit with the core brand equities of DieHard batteries. The campaign will continue building DieHard brand awareness and preference and will reinforce Advance Auto Parts as the home of DieHard,” Allison Bubar, Advance Auto Parts svp, marketing and DIY strategy, said in a statement.

The videos will run both online and off, supported by digital banners and social media. The campaign was created by The Marketing Arm, the creative agency partner for Advance Auto Parts.

“Since DieHards are hidden under the hood when in use, we wanted to find a compelling way to pull the battery out of the engine block and see it in action. ‘Diehards Choose DieHard’ takes a metaphorical approach, but once the ‘charged’ object is in hand, the demonstration of a DieHard battery’s reliability, durability and power is as literal as it gets,” Harris Wilkinson, The Marketing Arm’s chief creative officer, said in a statement.


Client: Advance Auto Parts/DieHard Battery

EVP, Chief Marketing Officer: Jason McDonell

SVP, Marketing and DIY Strategy: Allison Bubar

Director, DieHard Marketing: Katie Clark

Director, Corporate Brand Marketing: Heidi Flippen

Senior Marketing Manager, Brand Marketing: Regina Exum

Senior Marketing Manager: Carlos Monreal-Orla


Agency: The Marketing Arm (TMA)


Chief Creative Officer: Harris Wilkinson

SVP, Creative: Leo Santos

Director, Creative: Mason Viera

Director, Creative: Tim Wood

Director, Concepting: Nick Cernoch

Senior Art Director: Justin Lloyd



SVP, Account: Lori Thelen

VP, Account: Shyrl Bagneris

Senior Account Executive: Stephanie Ibanez

Account Executive: Antoinette Weedor



VP, Video Production: Diana Schroeder

Senior Director, Print Production: Corey Hart

Director, Business Affairs: Katie Johnson

Senior Producer, Video Production: Matt Williams

Senior Producer, Video Production: Leigh Mergehenn

Senior Designer, Video Production: Ethan Armendariz

Senior Manager, Production: Kelly Lenthe

Business Manager, Video Production: Debbie McIlhany

Coordinator, Video Production: Jeanne Canright



VP, Strategy: Chris Lee

Senior Strategist: Lucca Vaselli


Production Company: Natural Selection

Director: John Suits

Producer: Malcolm Duncan

DP: Minka Farthing-Kohl

Styling: Yvonne Wagner

VFX: Max Colt

Color: Joseph Bicknal

Sound Mix: Joe Barrucco


Editorial House: Natural Selection

Editor: John Suits