Diehard

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?