The Big Push: DieHard hung up over reliability

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How can you tell how much a car owner trusts a battery? If the owner finds other uses for jumper cables, according to five new spots from Sears, Roebuck & Co. breaking this week for DieHard batteries, from Ogilvy & Mather, Chicago. The spots show jumper cables used to fix a fence, tie up a boat, secure a tarp and substitute for clothespins. The ads will run on network and cable TV; last year Sears spent $10 million on DieHard ads, according to Competitive Media Reporting. Copywriter: Andy Madorsky. Art directors: Jeff Long, Mark Wiegard.
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