DieHard: Extreme Lights

DieHard has a rich history of outlandishly testing their batteries. In 1975 they left a car frozen on a lake for 3 months just to see if it would start. With that history in mind, Y&R Chicago had one goal when tasked with re-introducing the DieHard brand: to prove that their batteries live up to their name. To build upon their heritage, and reach a younger audience, we partnered with director Henry Alex-Rubin to torture the toughest DieHard battery yet. The DieHard Platinum. Over 2 days in the Bronx, New York, we captured the Platinum starting a car, while running everything it takes to power an underground sensation, and a beat boxer named Reggie.