Wieden+Kennedy in Portland, Ore., turned out this “The One. For All.” campaign for Fender, tied to the release of the American Professional II Series, an expansion of the second generation of its flagship electric guitars and basses. 

For close to 75 years, Fender has helped blaze a trail of cultural innovation globally across genres, gender and diversity. To celebrate this spirit of never settling for the status quo, “The One. For All.” campaign amplifies new artists who are breaking conventional rules about the path to success–changing what it means to be a musician right now, and in the future.  

This centerpiece spot, titled “The Rules,” is narrated by Oscar® Award-winning actor and musician Billy Bob Thornton and showcases the iconic models of the American Professional II series. Each guitar model is paired with artists whose voices showcase the versatile Fender instruments. The artists within the film include Steve Lacy (Stratocaster), Lindsay Ell (Stratocaster), Dominic Fike (Stratocaster), Orville Peck (Telecaster), Ashley McBryde (Jazzmaster) and Este Haim (Precision Bass), MonoNeon (Jazz Bass). 

Credits

Client Fender Agency Wieden+Kennedy Portland, Ore. Eric Baldwin, executive creative director; Shaine Edwards, Emma Barnett, copywriters/art directors; Nick Sage, Eddye Borgese, producers; Lisa Calgaro, creative operations manager; Nathan Goldberg, group strategy director; Scott Woodhouse, brand strategy director. Sarah Starr, design ops manager/design producer; Joan Comellas, Mitch Wilson, studio designers. VFX House of Parliament Phil Crowe, VFX supervisor, managing director; Jeff Langlois, 2D VFX artist; Erica Kaul, VFX exec producer; Michael Novo, VFX producer. Editorial Work Editorial Biff Butler, editor; Ryan Eakins, assistant editor; Marlo Baird, post exec producer; Chelsea Bassler, post producer. Color a52 Daniel De Vue, colorist; Thatcher Peterson, color exec producer; Jenny Bright, color producer. Music Andy Huckvale, artist. Song: “Riot” Audio Post Joint Noah Woodburn, audio mixer; Leslie Carthy, exec producer.

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