Diehard | Web

With Y&R Chicago, we took the batteries' technical guidelines apart and imagined feats of electrical engineering. We packaged the films in a content series called DieHard Torture Tests. We partnered with director James Frost and Syyn Labs, and of course Gary Numan, whom we took to the Mojave desert and had him play his classic hit, Cars off a single DieHard battery on the world’s first car organ. Of course then we shot the battery with a series of guns, because who knew that wouldn’t kill it?

Credits

Agency: Y&R Chicago
Client: DieHard
Director: James Frost
SFX: Syyn Labs

AWARDS

2011 - D&AD | Wood Pencil | Film Advertising Crafts | Use of Music for Film Advertising
2011 - London International Awards | Bronze | Music Adaptation | Digital
2011 - New York Festivals | Silver and Bronze
2011 - AICP Shortlist | x2
2011 - International ANDY | Shortlist
2011 - One Show Interactive | Merit
2011 - Webby | Honoree

Press

Wired | Make | Gizmodo | BoingBoing | NY Times | Fast Company | AdAge