Automotive

How DieHard Pulled Off That Die Hard Ad Starring Bruce Willis

Advance Auto Parts worked with agency The Marketing Arm on the 2-minute film

bruce willis as john mcclane for diehard battery
Bruce Willis reprised the role of John McClane in Advance Auto Parts' first ad for DieHard batteries since the acquisition. Advance Auto Parts

By Kathryn Lundstrom

October 23, 2020

When Advance Auto Parts acquired the DieHard battery brand from Sears holding company Transformco last December, the auto parts retailer knew it wanted to reintroduce the brand to consumers with a big creative campaign.

Kathryn Lundstrom
@klundster kathryn.lundstrom@adweek.com Kathryn Lundstrom is Adweek's breaking news reporter based in Austin.
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