Jump to content

  • Welcome to Auto Parts Forum

    Whether you are a veteran automotive parts guru or just someone looking for some quick auto parts advice, register today and start a new topic in our forum. Registration is free and you can even sign up with social network platforms such as Facebook, X, and LinkedIn. 

     

Diehards Choose DieHard - New Advance Commercial for NFL

APF

By APF
in Advance Auto Parts Forum

 Share

Recommended Posts

APF

APF

Posted
Posted

 

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.

Source: 

link hidden, please login to view

CREDITS:

Client: Advance Auto Parts/DieHard Battery

EVP, Chief Marketing Officer: Jason McDonell

SVP, Marketing & 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

Sell your car with CarBrain

Join the conversation

You can post now and register later. If you have an account, sign in now to post with your account.
Note: Your post will require moderator approval before it will be visible.

Guest
Reply to this topic...

×   Pasted as rich text.   Paste as plain text instead

  Only 75 emoji are allowed.

×   Your link has been automatically embedded.   Display as a link instead

×   Your previous content has been restored.   Clear editor

×   You cannot paste images directly. Upload or insert images from URL.

×
 Share
Go to topic listing

  • Similar Content

  • Similar Topics

    • APF
      OEM vs. Aftermarket Parts for Your Car: How to Choose
      By APF
      When selecting parts for a car repair, it pays to know the differences between original and aftermarket parts. Whenever possible, get estimates for both.

      Choosing between original and aftermarket car parts — and even used parts of either type — is all about squaring your priorities with your budget.
      You’ll have different options depending on the part and the shop. And the best choice will depend on whether you’re trying to keep repairs cheap, restore your car’s appearance after a wreck or soup up your ride.
      » SIGN UP:  link hidden, please login to view
      Before we get into that, here are the key differences:
      Original equipment manufacturer (OEM) parts match those that came with your car, and are of the same quality as its original parts. They’re also the most expensive. Aftermarket parts are cheaper, and made by other manufacturers — often several, giving you more options. Used parts may have a bit of wear and tear, but should be inspected or rebuilt to ensure they’ll work. These are the cheapest option. Choosing between aftermarket and OEM parts
      Your decision will depend on the type of repair and the quality and price of the parts. Always look for parts that come with a warranty, even if they’re OEM, so you’ll be protected in case they fail.
      Auto body repairs
      Some aftermarket parts may be OK for 
      link hidden, please login to view, but others won’t be as good, says Michael Calkins, manager of technical services at AAA. “There’s a lot of variation in quality.” For example, he says, aftermarket parts often don’t have the same level of rustproofing as original parts, fit and finish don’t match, or panels don’t align properly. If OEM parts are used in auto body repair, the car should look and work exactly as it did before the damage, because everything will match up. OEM parts are also crash-tested, unlike many aftermarket parts.
      Aftermarket parts come at varying price points and levels of quality, but because they are cheaper, insurance companies often prefer them. If you want OEM parts but are dealing with an insurer that wants the shop to use aftermarket parts, ask to pay the difference.
      “There’s also the option of used parts, depending on the age of the vehicle,” Calkins says. “It may be cheaper than an aftermarket part but still have all of the original quality.”
      Mechanical repairs
      A used part, whether it’s OEM or aftermarket, can really save money on repairs under the hood, so long as it’s inspected first and warrantied. And some aftermarket companies reverse-engineer their products to be even better than OEM versions.
      For example, many car buffs will tell you that you can get heavy-duty shocks and struts or brake pads that are made of stronger materials. Scan some reviews online, or talk with your mechanic if you’re not sure whether an aftermarket part could be an upgrade.
      Adding some extras
      If you’d like to modify your ride by adding something like a backup camera or back-seat TV screen, you’ll probably be looking for aftermarket parts. Certain aftermarket upgrades could increase 
      link hidden, please login to view. This is especially true for improvements like a better sound system or alloy wheels, rather than mechanical repairs. Who provides OEM or aftermarket parts?
      The options you’ll have for parts depends on the nature of the repairs and what type of shop you take your car to:
      Dealership repair shops will offer only OEM parts — they have no reason to offer a cheaper product from a competitor link hidden, please login to view may be able to offer you a choice between OEM and aftermarket parts Independent garages that specialize in your type of vehicle will likely have both, but with quicker access to OEM parts, including used OEM parts, which can really save you Auto body shops can offer both, but if your collision repair is part of an insurance claim, the insurer will likely prefer aftermarket parts to save money Depending on the job, the cost of OEM versus aftermarket parts varies. Whenever you’re given the choice, ask to see estimates for both so you can weigh your options.
      Source: 
      link hidden, please login to view
    • Alex
      How to Choose Windshield Wiper Blades
      By Alex
      1. Know what part of the wiper blade you'll need to change. In general, windshield wiper blades are made with three basic parts: 1. The lower metal arm is the part that extends from the base of the windshield; 2. The wiper blade is the part attached to the metal arm; and 3. The rubber blade is the part that actually wipes the snow, rain or dust off the windshield glass for you.
      2. Look at the shape of the blade. Many modern cars have curved windshields, so the blade needs to curve too, to make good contact as it wipes. There are many brands of wiper blades with various kinds of packaging, some of which you can see through and some of which you can't. Straight wiper blades are suitable for car with a flat windshield, while slightly curved wiper blades may be more suitable for car with streamline windshield.
      3. Measure or look up the length of the blades that are used on your car’s driver seat and passenger seat sides. You can measure the length of each blade yourself, but in general, most places that sell wiper blades provide a manual where you can look up the lengths for your car make and model..
      4. Check for adapter options. Many wiper blade brands include more than one adapter type in their packaging. These are designed to make the blades compatible with various types of metal arm.
      5. Consider cost. Different kinds of wiper blades can range in price dramatically. Do a little comparison shopping to figure out what wipers fit your price range and are still of good quality.
    • Counterman
      Mevotech New Parts Launch Covers Over 100 Million Vehicles
      By Counterman
      link hidden, please login to view announced the launch of 193 new part numbers. The parts now cover more than 106.8 million vehicles in the U.S. and 10 million in Canada. The company said this expansion shows its commitment to high-performance repair solutions for technicians. “We know technicians need solutions that don’t just fit, but go the extra mile in durability, performance and ease of installation,” said Richard Stothers, SVP, engineering and research, Mevotech. “With this release, we’re not just expanding our catalog – we’re delivering smarter, more durable parts designed to keep vehicles out of the bay and on the road.”
      Mevotech New Parts Include TTX Control Arms for GM Trucks
      The new parts lineup includes TTX front upper control arms. These control arms fit late-model GM 2500 HD and 3500 HD working trucks. The company said it designed the parts from the ground up for severe duty.
      The control arms feature patented technologies and solid forged construction. The company said these parts are ideal for tough job site conditions.
      Extended Coverage Now Reaches Model Year 2024

      link hidden, please login to view added coverage for domestic and import vehicles through model year 2024. Mevotech said that the new parts reinforce its focus on technician-friendly solutions. The post
      link hidden, please login to view appeared first on link hidden, please login to view.
      link hidden, please login to view
    • Counterman
      Advance, NASCAR Partnership Boosts Short Track Racing
      By Counterman
      As the 2025 NASCAR Advance Auto Parts Weekly Series heats up, Advance Auto Parts and NASCAR announced a new collaboration. The Advance NASCAR partnership will support local short track racing through “Advance Auto Parts Night at the Races” in 17 markets.
      The program aims to boost support for local tracks, drivers and their communities throughout the season. During select race weeks, fans from Colorado National Speedway to Seekonk Speedway will experience special events. These will happen both at the tracks and at Advance Auto Parts retail stores nearby.
      Advance NASCAR Partnership Fuels Local Track Engagement
      “
      link hidden, please login to view has been a tremendous partner in raising the profile of short track racing across the country for the past several years, and this is an exciting next step in working together to grow motorsports on the local level,” said Joseph Dennewitz, managing director of NASCAR Regional. “This is a great opportunity for NASCAR and Advance Auto Parts to show appreciation to our race fans who cheer on their favorite drivers at local short tracks each week, as well as support some of the best venues and racing in NASCAR.” Dominion Raceway in Woodford, Virginia and South Boston Speedway will launch the new program in April. Grandview Speedway in Pennsylvania will close the season in September.
      Advance Stores Host Fans and Drivers
      Each “Advance Auto Parts Night at the Races” will include activities at a local Advance Auto Parts store. Stores will host driver autograph signings, giveaways, and other fan-friendly experiences.
      “As NASCAR’s Official Auto Parts Retailer, we’re thrilled to further enhance fans’ experience and ignite their excitement both at our stores and at local tracks where people are passionate about racing,” said Jason Hand, senior vice president of U.S. Stores. “Advance Auto Parts is all about being your community store, so we’re excited to support local tracks, dedicated NASCAR fans, and our customers in their own backyard.”
      Visit the
      link hidden, please login to view to find fan events and race dates near you. Full Schedule of 2025 Advance Auto Parts Night at the Races:
      April
      19 – Dominion Raceway (Virginia)
      26 – South Boston Speedway (Virginia)
      May
      10 – Bowman Gray Stadium (North Carolina)
      17 – Seekonk Speedway (Massachusetts)
      24 – Berlin Raceway (Michigan)
      31 – Jennerstown Speedway Complex (Pennsylvania)
      June
      7 – Elko Speedway (Minnesota)
      13 – Wake County Speedway (North Carolina)
      13 – Limaland Motorsports Park (Ohio)
      21 – Langley Speedway (Virginia)
      July
      26 – Riverhead Raceway (New York)
      30 – Hawkeye Downs Speedway (Iowa)
      August
      9 – Salina Highbanks Speedway (Oklahoma)
      9 – Colorado National Speedway (Colorado)
      15 – Lee USA Speedway (New Hampshire)
      30 – New Smyrna Speedway (Florida)
      September
      6 – Grandview Speedway (Pennsylvania)
      The post
      link hidden, please login to view appeared first on link hidden, please login to view.
      link hidden, please login to view
    • Dorman Products
      Do you know how to correctly install a new vehicle battery?
      By Dorman Products
      Do you know how to correctly install a new vehicle battery?

×
×
  • Create New...