DieHard batteries made a mini-doc about Kirstie Ennis, a die-hard climber

Ennis embraced action sports after devastating injury as a Marine

Published On
Jan 17, 2023

Editor's Pick

DieHard, the Advance Auto Parts battery brand, continues to lean into its name with a new mini-doc from agency TMA featuring Kirstie Ennis—a former U.S. Marine Corps sergeant who was seriously injured in Afghanistan before becoming a die-hard mountain climber.

Ennis nearly died when the CH-53D helicopter she was flying in as an aerial gunner crash-landed in June 2012. She had her left leg amputated below the knee, and later became a Paralympic snowboarder. But perhaps most notably, she took up climbing and managed to scale six of the world’s tallest mountains.

She relates her journey in DieHard's 60-second spot, which was shot in one day Lake Perris State Park in Riverside, California.

“Kirstie spent a very long day—and part of the night—climbing up and down that cliff, and never once stopped smiling. She absolutely crushed it," says TMA chief creative officer Harris Wilkinson.

“Kirstie is one of the most inspiring figures in society today," adds Jason McDonell, Advance’s EVP of merchandising, marketing and e-commerce. "We’ve witnessed first-hand how Kirstie defines what it means to be a diehard. There is a strong correlation between her relentless drive and the hallmarks of our DieHard brand—reliability, durability, and specifically, power.” 

Leveraging the spot's cinematic nature, Advance Auto Parts will run the film in movie theaters before such films as Ant Man and the Wasp: Quantumania in February and Creed 3 in March. 

“Advance has been part of my journey for several years, and I admire their dedication to supporting members of the military," says Ennis. "My hope is that this video inspires people to accomplish their goals, even when the path is full of obstacles and challenges."

The new spot comes after a brand relaunch in 2020 that saw Bruce Willis reprise his John McClane character from the movie Die Hard. In 2021, the "Diehards Choose DieHard" campaign debuted.


Jan 17, 2023
Client :
Advance Auto Parts
Agency :
EVP Merchandising Marketing Ecommerce Data Science :
Jason McDonell
SVP Marketing & DIY Strategy :
Allison Bubar
Director of Marketing :
Katie Clark
Sr Marketing Manager :
Regina Exum
Creative Director Corporate Brand Marketing :
Heidi Flippen
Sr Marketing Manager :
Carlos Monreal Orla
SVP Account Management :
Lori Thelen
VP Account Management :
Shyrl Bagneris
Account Supervisor :
Stephanie Ibanez
Chief Creative Officer :
Harris Wilkinson
SVP Creative :
Leo Santos
Creative Director :
Nick Cernoch
Creative Director :
Mason Viera
Sr Producer :
Matt Williams
Senior Manager Business Affairs :
Kelly Lenthe
Production Company :
Natural Selection
Director :
John Suits
Director :
Harris Wilkinson
Producer :
Tim Kerigan
Director of Photography :
Jeremiah Pitman
Drone Camera Operator :
Cooper Groves
Editor :
John Suits
Sound Mix :
Joe Barrucco
Color :
Matt Osborne
Joshua Lester

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