DieHard has a rich history of outlandishly testing their batteries. In 1975 they left a car frozen on a lake for three months just to see if it would start. With that history in mind, Y&R Chicago had one goal when tasked with reintroducing the DieHard brand: to prove that their batteries live up to their name.
To build upon their heritage and reach a younger audience, Y&R partnered with director Henry Alex-Rubin to torture the toughest DieHard battery yet: the DieHard Platinum. Over two days in the Bronx, the team captured the Platinum starting a car while running everything it takes to power an underground sensation starring beat boxer/comedic performer Reggie Watts.
Agency: Y&R ChicagoClient: DieHardCCO: Ken ErkeCW: Todd TaberACD/AD: Jamie OverkampDirector of Integrated Production: Brian SmegoProducer: Jayson MillerProduction Company: SmugglerDirector: Henry-Alex RubinExecutive Producer/Partner: Patrick Milling SmithExecutive Producer/Partner: Brian CarmodyExecutive Producer/COO: Lisa RichExecutive Producer: Allison KunzmanHead of Production: Laura ThoelProducer: Drew SantarsieroEditorial: OptimusEditor: Ruben VelaAssistant Editor: Jill DiboseProducer: Tracy SperaMusic: Reggie WattsTalent: Reggie Watts