A partnership between Volkswagen and Boston-based guitar company First Act via Crispin Porter + Bogusky, Miami, is music to the ears of consumers who purchase or lease a VW now until Dec. 31. That’s because designated models from the new 2007 line as well as the 2006 line come with their own completely customized First Act GarageMaster electric guitar that will play seamlessly through the car’s existing audio system.
Volkswagen owners can play at a tailgate party, create a concert in their garage, or simply rock out just like Velvet Revolver guitarist Slash, (formerly of Guns N’ Roses), Grammy-winning artist John Mayer and actor Christopher Guest do in the commercials that support the initiative. The online component, www.v-dubsrock.com., not only provides visitors with details about the Volkswagen program and an up close and personal look at the guitar, but offers interactive guitar lessons with Dweezil Zappa. Additional lessons will be added in the upcoming weeks.
“With the Web site, we wanted to get people really excited about the promotion. In coming up with ideas we came to the realization that a lot of people want to learn how to play an instrument like the guitar but for whatever reason they don’t have that excuse to,” explained Jeff Benjamin, interactive creative director at C P+B.
“It takes a lot to go pick out the guitar and buy it. When do you have the time? But within all of us is this wanting to learn to play something. This was a real cool promotion and I think it talks to that need that everybody has.”
The team wanted the site to be a companion to the guitar customers get when they buy a car so they can learn how to play it.
“It becomes this resource and really there isn’t one like it on the Internet right now– where you can go knowing nothing about the guitar and take all the lessons and leave being able to go to a party and have fun with your friends,” said Benjamin.
In addition to getting lessons from Zappa on some basics, hand positions, attacking the strings and simple scales, among other things, visitors to the site can even learn how to play the music the celebs perform in the spots. “Everyone looks for songs from spots on iTunes these days. This is going one step further–not only can you find it, but you can play it,” said Benjamin.
Figuring out how to teach someone how to play guitar with 40 people around watching you under bright lights was a bit challenging for Zappa and the team, but over the course of the shoot, which took a day, the lessons kept getting better and better. “He was awesome.,” Benjamin said, referring to Zappa.
And once players take enough lessons and feel as confident as Slash, they can enter the Rock God Battle on the site, dubbed the first online uber rock competition. Every week hopefuls will battle it out in one of eight heats and then the competition culminates in one participant winning a black on black First Act GarageMaster guitar signed and pre-shredded by Slash. Visitors to the site vote on the best players.
Getting the content up on the site fast enough has also been a challenge, according to Benjamin. They are working on synching a guitar underneath each video in Flash so visitors can see Zappa’s hand positions, and a unique navigation system that simulates playing the guitar as you move around the site is also in the works.
“It’s exciting. Paul Sutton is a phenomenal producer here and he’s a little bit of an inventor. We come up with these crazy ideas like. ‘Hey Paul, wouldn’t it be great if when you navigate through the Web site it feels like you are playing the guitar?’ and he’s got to come up with a way to make that happen,” said Benjamin.
“But while there are technical innovations and challenges that come about with these projects, at the end of the day that’s what makes it great and fun to work on.”
The overall project is the brainchild of Jeff Walker, VP of marketing at First Act, who approached Crispin Porter + Bogusky’s creative director Andrew Keller. The partnership has ultimately created a revolutionary way for players to perform, from the design of the guitar to the way to play it.
In a released statement, Volkswagen’s Director of Brand Innovation Kerri Martin said, “The partnership with First Act is the next iteration of Volkswagen’s long history with music. The Volkswagen brand is culturally known for its celebration of music and all things creative; this exciting collaboration makes a statement that Volkswagen is a brand with innovative ideas and unparalleled ability to create unique and appealing connections with its consumers.”
Each guitar has a built-in pre-amp that allows the guitar to plug directly into Volkswagen’s auxiliary jack. The pre-amp features First Act’s proprietary V-Stack technology, an analog modeling technique emulating vintage amplifiers.
The First Act Garagemaster will display the vehicle information number of the owner’s Volkswagen and will also have custom colored pick guards complementing the exterior of the car. The guitar also features the traditional Volkswagen logo and “V Dub” inlay, a guitar strap made of safety belts, VW knobs, a prominent blue indicator light that matches the trademark instrument panel lighting of Volkswagen vehicles, and it comes with a carrying case.
In addition to the spots, the campaign is being promoted in print and banner ads and at events like the Chicago Marathon. Booths are set up at such events so people can learn about the promotion and www.v-dubsrock.com and be videotaped for the Rock God Battle.
Benjamin, who wishes he kept up with his piano lessons throughout the years and knows a lot of people who feel the same way about playing guitar, said the most rewarding thing about this project “is knowing that someone is getting back in touch with something they once loved.”
Producers Douglas Wick and Lucy Fisher To Receive Harold Lloyd Award From The Advanced Imaging Society
Producers Douglas Wick and Lucy Fisher will be presented with the 2025 Harold Lloyd Award in recognition of their producing achievement in creating Gladiator II at The Advanced Imaging Society’s (AIS) 15th annual Lumiere Awards luncheon, which takes place Friday, February 7, 2025, at the Beverly Hills Hotel.
Empowering their storytelling with groundbreaking technology and skill, Wick and Fisher have thrilled audiences and driven the film industry forward for three decades. Their steadfast dedication to the highest standards of cinematic excellence have resulted in epic films, including Memoirs of a Geisha, The Great Gatsby, the Stuart Little franchise, the Divergent Series and both Gladiator films. The first Gladiator earned Wick an Academy Award® for Best Picture. In light of their consistent and distinguished contributions over the years, as exemplified by this year’s Gladiator II, the Advanced Imaging Society wished to recognize the team with this year’s esteemed Harold Lloyd Award.
“Doug Wick and Lucy Fisher of Red Wagon Entertainment have revolutionized modern filmmaking with their bold storytelling and ability to elevate large-scale productions to epic levels,” remarked Jim Chabin, AIS president. “Their work has not only captivated audiences but also redefined filmmaking standards, leaving an indelible mark on the art of cinema. At AIS. we deeply admire their visionary contributions and enduring influence on the film industry.”
Suzanne Lloyd, granddaughter of the late, great Harold Lloyd, remarked, “Doug’s artistic vision and Lucy’s dynamic leadership have brought authenticity, beauty and profound emotion to some of our favorite epic films. Together, they are a... Read More