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 Chicago Client: DieHard CCO: Ken Erke CW: Todd Taber ACD/AD: Jamie Overkamp Director of Integrated Production: Brian Smego Producer: Jayson Miller Production Company: Smuggler Director: Henry-Alex Rubin Executive Producer/Partner: Patrick Milling Smith Executive Producer/Partner: Brian Carmody Executive Producer/COO: Lisa Rich Executive Producer: Allison Kunzman Head of Production: Laura Thoel Producer: Drew Santarsiero Editorial: Optimus Editor: Ruben Vela Assistant Editor: Jill Dibose Producer: Tracy Spera Music: Reggie Watts Talent: Reggie Watts