Advanced Auto Parts / DieHard Tools Launch
Working with Advanced Auto Parts, we were tasked with a way to help them with the launch of DieHard Tools at all their shops. With a strategy aimed at boosting the confidence of DIY dads across America, we decided to surprise Dads on Fathers Day with some free tools, and an experience they’d never forget.
That’s where the Hype Man in a Van concept was born. This earned media driven campaign hopped into the Father’s Day news cycle, letting shoppers know exactly where to get their DieHard Tools for their DIY Dad. I directed a pit crew of a production team to capture all of the best moments that helped bring the story to life.
Role: Concept development, shoot director, art direction.
Agency: FleishmanHillard
Production company: Mosaic
DieHard Tools Hype Man
On the search for great hype, we decided to unleashed the NFL’s Carolina Panthers’ hype man Jake Fehling on Father’s Day, as our Hype Man in a Van, to provide Dads with the most overt and boisterous boost of confidence ever.
Traveling in a branded DieHard Tools Hype Van, we surprised DIY dads who are embarking on their first foray into fixing their cars themselves. We barged into the moment to give them a confidence-boosting introduction they wouldn’t forget, and a gift of DieHard tools that’ll last them a lifetime.