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Advance Auto Parts, in partnership with its creative agency, Dallas-based TMA, is debuting new advertising for DieHard® battery that tells a real-life story about a hero who epitomizes what it means to be a diehard (DieHard is part of Advance’s portfolio of owned brands). A companion piece to last year’s “Diehards Choose DieHard” campaign, the commercial stars Kirstie Ennis, a former Marine sergeant, world-renowned climber and action-sports diehard who has overcome all odds to scale six of the world’s tallest mountains. Titled “The Climber,” the :60 film is a mini-documentary that celebrates Kirstie’s story, highlights her endless fighting spirit, and champions her return to conquer Mt. Everest – the “seventh summit.” And to match the epic nature of the film, Advance Auto Parts plans to run this new advertising in movie theaters next month before highly anticipated releases. It will also run online on YouTube, paid social media and Advance Auto Parts social media channels.
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