In addition to being the title of a popular film franchise, Die Hard is also the name of a major car battery brand. Well, it took thirty years, but someone finally put that together. So now we have this: a commercial (generously self-identified as a “2:00 film”) in which Bruce Willis’s John McClane crashes through the front window of an Advance Auto Parts to retrieve his namesake auto part, entirely circumstantially. It honestly feels like a pretty natural progression from A Good Day to Die Hard. But it just makes it all the more devastating that, with no coincidental name overlap, we may never learn the preferred engine air filter of Bryan Mills from Taken.