Tough of Legend | Duralast

Duralast, AutoZone's private label brand, already had a killer tagline. Proven Tough. It's emblazoned on every battery, brake or tool that Duralast makes. It's straightforward yet badass. So, we decided to create a campaign that celebrated toughness. The toughest guy we could think of to represent the brand was MMA legend Chuck Liddell. A group of great art directors, writers and designers begin to think of fun ways for Chuck to step into our ring. We used broadcast, video content, fun social, print and good old-old fashioned POP.