Die Hard Reboots Iconic Battery Spot. In 1975, Sears created a now-famous TV commercial in which it parked a car atop a frozen Minnesota lake, left it there for the winter and then miraculously got the engine to start. The spot was for DieHard, and it helped to make it the No. 1 auto-battery brand in the U.S. Now, nearly 40 years later, that ad is back. Sort of. In a 30-second spot, viewers will again see a vehicle abandoned on a frozen lake. But this time, once the car starts up, it runs headlong into a kid’s boot. With a creative assist from Y&R, DieHard is riffing off the classic spot so it can promote its alkaline batteries, the kind that power flashlights and, in this case, remote-control cars. “We’re taking the equity of the auto battery and leveraging it in the alkaline space,” said DieHard brand director George Kurkowski. In creating the new commercial, Y&R’s chief creative officer Bob Winter said his team took pains to replicate everything from the original camera angles to the deep voice of the narrator: “We wanted this to really look like the original ‘Frozen Lake’ spot.” The only trouble: The original Minnesota lake no longer freezes over because of global warming, so they decided to use a lake in Montana instead. Great concept! This builds off of the brand equity established with the old Die Hard iconic ad, and applies it towards a different market. Genius. #IconicAdvertising #Branding #Commercials #TelevisionAdvertising
Posted on: Wed, 18 Jun 2014 12:34:48 +0000
Trending Topics
Recently Viewed Topics
© 2015