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    Top Spot of the Week: “Die Hard” Returns–This Time With Batteries As Bruce Willis Reprises Role For Advance Auto Parts, The Marketing Arm

    By SHOOTUpdated:No Comments7666 Views

    For the first time, Advance Auto Parts brought together DieHard the automotive battery and Die Hard the motion picture in a two-minute film in which Bruce Willis reprises his role of Detective John McClane. The film marks the recent landing of DieHard batteries on the shelves of retailer Advance Auto Parts.

    Making its debut during the “America’s Game of the Week” FOX telecast of Green Bay vs. Tampa Bay on Sunday (10/19), the spot continues the storylines of McClane and two other characters from the original 1988 Die Hard film: villain Theo, reprised by Clarence Gilyard Jr., and limo driver Argyle, played by De’voreaux White.

    “I’ve never done any sort of commercial with the John McClane character, but Advance Auto Parts brought an idea to integrate DieHard the battery into the Die Hard story through a short film that’s authentic to McClane and both brands,” said Willis. “Advance approached this like a motion picture–the script is clever, the production intense and the spot is entertaining. This is what Die Hard fans expect. I think they will dig the DieHard –‘Die Hard’ mashup.”

    The new film begins with McClane and a dead car battery. Before he can make it to Advance Auto Parts, McClane crosses paths with old foe Theo and his crew. After a narrow escape and a chance meeting with limo driver Argyle, the action accelerates. From bad guy takedowns to a giant earth mover chase and, of course, a massive explosion, the film merges the worlds of the action classic Die Hard and the battery, showing viewers that McClane and DieHard are equally reliable, durable and powerful.

    The film is part of Advance’s integrated #DieHardIsBack marketing campaign that kicks off during October’s National Car Care Month. Following the film’s national debut, Advance will air 30- and 15-second versions of the spot–in both English and Spanish–nationally and in key local markets. The spot will be incorporated into the company’s social media on Facebook and Instagram in the U.S. and Canada, as well as digitally on YouTube in the U.S. to drive views of the full-length version on Advance’s YouTube page. There also is a significant in-store element to the campaign. The film and campaign were created by The Marketing Arm, a Dallas-based creative agency partner for Advance Auto Parts. John Suits directed the two-minute film via production company Natural Selection.

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    Credits

    Client Advance Auto Parts–DieHard Batteries Agency The Marketing Arm, Dallas Andrew Robinson, CEO; Trina Roffino, president; Will Clarke, EVP, creative; Leo Santos, Harris Wilkinson, SVPs/creative. Rob Neatherlin, sr. creative director/art director; Stu Hill, sr. director, concepting. Nick Cernoch, associate director, concepting/copywriter; Steve Hinckle, creative director; Shelly Williams, associate creative director; Ida Brown, sr. art director; David Fox, sr. copywriter; Zach Phillips, art director; Kathleen Colditz, EVP, strategy; Chris Lee, VP, strategy; Stephen Bellinger, strategist; Diana Schroeder, VP, production; Matt Williams, sr. producer. Production Natural Selection John Suits, director; Amanda Mortimer, Nicole Flores, exec producers; Will Stone, DP; David Dean Ebert, production designer; Anthony Tran, costume designer; Hugo Villasenor, makeup; D’nelle Almanza, hair. Casting 5th Street Studios Bobby Stephenson, casting. Editorial John Suits, Adam Grabarnick, editors. VFX Ghost VFX, Burbank, Calif. Matt Von Brock, VFX supervisor; David Brown, VFX producer; John Nelson, CG supervisor; Tom Connors, VFX supervisor; Ryan Smolarek, compositing supervisor; Sean Cox, compositing lead; Matt Lefferts, CG lead. (Toolbox: Nuke, 3ds Max, Vray, Phoenix, Tyflow) Graphics Flawless Post Howard Shur, Rik Michul, Adap Petke. Voiceover Ashton Smith.

    Genre:Adventure
    Media Type:Commercial: Television
    ScreenWork Categories:Commercial
    Screenwork Type:Top Spot
    Video Tags:Bruce WillisJohn SuitsNatural SelectionThe Marketing Arm



    The Hudson Dusters Direct New Jersey Holiday Film For RWJBarnabas Health From Agency StrawberryFrog

    Monday, December 8, 2025

    This long-form spot for RWJBarnabas Health--directed by The Hudson Dusters of Greenpoint Pictures for ad agency StrawberryFrog--takes us to New Jersey families in the places and moments that matter most during the holidays. As the largest healthcare provider in the state, RWJBarnabas Health aims to show up in the everyday spaces where people already gather.

    Lensed in Nutley, Clifton and Montclair, the film for the “Jersey Spirit” holiday campaign uses a local cast of New Jerseyans to convey authenticity.

    “With this campaign, we wanted to bottle up the spirit of New Jersey during the holidays--the humor, the hustle, the heart,” said Tyler DeAngelo, chief creative officer at StrawberryFrog. “Every story told, from ordering Taylor Ham at a diner to sitting around Nonna’s table for the seven fishes, is a celebration of the traditions that make this state so uniquely vibrant. RWJBarnabas Health plays a central role in helping our communities live those long, connected, meaningful lives. This campaign celebrates that spirit with warmth, nostalgia and just the right amount of Jersey attitude.”

    In a joint statement The Hudson Dusters shared, “The holidays are the best time of the year in the tri-state. From the city decorated to a tee and everyone out in the streets bundled up to Jersey, where they decorate their homes and towns to the nines. The excitement is in the air at businesses, homes and diners. We loved creating an authentic spot for the folks of Jersey, some of the most prideful people in the country, who keep holiday tradition alive in a major way. We wanted the characters to be real. If you live in Jersey, you know them, they’re you, your neighbor, or at the diner down the block from you. We wanted it to be relatable and... Read More

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