MPA KELLY AWARDS;THE 1996 FINALISTS

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Vitro Robertson, San Diego

Taylor Guitars

Creative Director/Copywriter: John Robertson

Creative Director/Art Director: John Vitro

Photographer: Chris Wimpey

To show there's no time like the first, the creative team at Vitro Robinson portrayed the magical feeling of purchasing a first Taylor guitar by using letters written by Taylor owners.

Using true stories of first-time Taylor purchases and photographs of the actual stores where they were bought, the ads capture the folksy, craftsman-like quality that Taylor guitars represent.

Going to such great lengths and traveling to the real stores to reproduce "love at first sight" was a small price to pay for advertising that for consumers is really relevant, says Creative Director John Vitro.

"Certain letters that we read seemed to personify that feeling, so we captured it and put it on paper," he says.

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