Twitter began buzzing Sunday when a teaser of Bruce Willis as “Die Hard” protagonist John McClane appeared from several accounts, including Willis’ daughter, Rumer Willis, NFL sideline reporter Erin Andrews and comedy group The Lonely Island. They all tweeted out of the clip that killed that something big came up during the NFL game between the Los Angeles Rams and San Francisco 49ers, complete with the hashtags #DieHardIsBack and #Ad.
In the 15-second clip, Willis whistles like McClane as he walks toward a group of menacing-looking people waiting for him. He unpacks his jacket and starts taking it off when it fades to black. The splice between video recordings is the message: “When a story ends, a new one begins.”
It turns out that the franchise simply promoted DieHard car batteries. In the two-minute ad, Willis returns to the McClane character and embarks on a dangerous mission to get a new battery for his dead car. He jumps through the glass of an Advance Auto Parts store – this is where the batteries can be purchased – and has to wiggle through a vent and dodge many bullets to restart his car.
Of course, the clip featured a few Easter eggs from the franchise, including a look from McClane’s limousine driver, Argyle, and a scene where McClane bases an enemy over his head with his own brand of car battery. The ad ends with Argyle saying “Yippee ki yay,” to which McClane responds, “Hey, that’s my line!”
See the full ad below.