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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.
And while there were several options on the table for how to do that, the nominal connection to the beloved Die Hard movie franchise seemed too perfect to pass up, according to creatives at The Marketing Arm. Working alongside production company Natural Selection, TMA pulled together four different actors from the original 1988 Die Hard movie—including Bruce Willis, of course—to create a
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