DieHard on Crime

O&M Touts Battery’s Anti-Theft System
CHICAGO–Sears, Roebuck and Co. backs the launch of its new DieHard Security battery this week with a TV spot from Ogilvy & Mather.
The 30-second national spot, breaking today, opens with the traditional shots of cars with DieHard batteries starting in severe weather. It then shows a car thief thwarted by the battery’s new anti-theft and power saver system. The next day, a woman walks to the vehicle, which is not only safe but starts smoothly.
The ad is meant to emphasize the peace of mind offered by a battery that doubles as a car security system, said Marlena Peleo-Lazar, deputy executive creative director at the Chicago agency.
“We want to capitalize on the heritage and equity of the brand and [say] here’s a new, exciting, knockout thing to have,” she said.
The themeline, “The good life at a great price. Guaranteed,” developed by O&M and fellow roster shop Young & Rubicam, New York and Chicago, closes the spot.
A battery that provides safety and security fits into the idea of the “good life,” Peleo-Lazar said. “We do want to give [the line] meaning and depth,” she said.
The retailer, based in Hoffman Estates, Ill., unveiled its new ad approach last fall as part of an effort to fight increased competition. The company last week reported that while same-store sales fell 0.6 percent, fourth-quarter earnings should rise as much as 20 percent.

Publish date: January 10, 2000 https://stage.adweek.com/brand-marketing/diehard-crime-34813/ © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT