DieHard has always been about its ability to survive the most extreme conditions. Usually those have been limited to excessive heat, cold, or various other torture tests. We thought maybe it was time to expand that idea - to really dramatize what it's like to have to depend on a battery for your very survival. That Life really does demand DieHard.

The music featured in the majority of this spot is an original score. However, the music at the very end of the spot is a licensed track called "I'm Alive" by Johnny Thunder.

Our efforts paid off:

- 17% increase of people calling into 1-800-DieHard

- 500% year-over-year increase to DieHard.com

- Unaided brand awareness increased 15%

- Overall brand equity up 10%

- Approximately 50% of views were from our target, Adults 18-34

- 300% increase in Twitter followers

- 1 million views in just 5 days with only support from YouTube, Twitter and Facebook

- 22,784 mentions over 9,733,940 impressions