String Fever

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Martin guitars has gone from in-house advertising to Philadelphia's Tierney Communications, with a buff-book campaign that attempts to brand Martin strings via low-key humor. Not an easy thing to do in any fashion, for what the agency tells us is a parity product, but the "talking guitar" concept makes the instrument seem like a vulnerable, possessive and petulant lover. Another ad goes, "After all we've been through, how could you even think of another string? Don't you touch me."

Client: C.F. Martin & Co. Agency: Tierney Communications CD: Kelly Simmons AD: Sig Gross, Glenn Stevens CW: John Halligan Photographer: Andrew Zuckerman

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