Media Contacts:
Larry Costello
Sears Holdings

Rory Swikle
Euro RSCG Worldwide PR


Hoffman Estates, Ill. (March 29, 2012) /PRNewswire/ — Many Americans can still recall the DieHard TV ad from the mid-70s: a visual of a car parked on a frozen lake. The announcer’s voice over: “International Falls, Minn. A car sits on a frozen lake through January, February and March. Then in April – it started. Thanks to a DieHard.”

Today, more than 35 years later, the DieHard® brand unveiled an updated version of the iconic ad. The new TV spot will debut as the first-ever television commercial for DieHard alkaline batteries. Celebrating 45 years as America’s most trusted auto battery brand, DieHard batteries now deliver the power and superior performance customers expect from the brand with a full line of alkaline batteries for household devices.

True to the original torture tests of DieHard automotive batteries set in the most extreme conditions, the DieHard alkaline batteries have also demonstrated their durability. A car (in this case, a remote control version) sits on a frozen lake in Bozeman, Mont., through brutal temperatures and chilling winds—and it still starts, thanks to its DieHard alkaline batteries.

“This new campaign clearly communicates that the quality of America’s most trusted auto brand is now available in alkaline batteries,” said George Kurkowski, Director, DieHard Brand. “This allows us to connect with our customers on a more frequent basis whenever they need power for their devices.”

The broadcast advertising campaign will kick off on April 1 with the launch of the frozen lake TV spot. As “The Official Battery and Power Source of the National Hot Rod Association (NHRA),” the DieHard brand will debut this new spin on its classic frozen lake commercial during the NHRA Full Throttle Drag Racing Series, which airs on ESPN2 Elimination Sundays through November. Additional campaign assets will continue to roll out in the spring, including print, online and in-store advertising.

DieHard alkaline batteries are available in AA, AAA, C, D, 9V and rechargeable batteries. DieHard alkaline batteries will be available at Sears and Kmart stores nationwide, as well as True Value,,, and

To view the new TV commercial, go to: and click “media gallery” and “video.” For more information on DieHard products, please visit or connect with the DieHard brand at Auto enthusiasts can also watch and enjoy the DieHard brand’s popular automotive battery “torture test” videos at

About the DieHard brand
Introduced in 1967, Sears designed the DieHard automotive battery to produce 35 percent more usable starting power than other similar batteries. Featuring a revolutionary tough, thin-walled case of translucent polypropylene plastic, which was 50 percent thinner than conventional black rubber-type battery enclosures, the design’s extra room meant bigger plates, more acid and extra starting power. During testing, not a single failure was reported in over 26,000 starts in temperatures ranging from sub-zero to more than 100 degrees, hence the name "DieHard." See more DieHard history and compelling "Battery Torture" Video at

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DieHard. Frozen Lake Revisited.


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