Created by Amsterdam-headquartered agency 180 Kingsday and directed by Scott Lyon of Outsider, this :60 TV commercial follows the seamless and very timely delivery of a guitar from the iconic Gibson guitar factory in Nashville, Tennessee, to a stage in Wembley, London. “The Tour Before The Tour” starts in the workshops of the internationally renowned factory. Through a series of fast-paced match cuts, we follow the journey of the gold guitar by road and air as it is hand-delivered by a DHL team, from the US to the UK.
The film is accompanied by a drum solo soundtrack which breaks into the opening riff of Summer of ‘69 as Bryan Adams takes to the stage, with the gold guitar in hand.
The summer of 1969 is significant because that’s when DHL was launched. Alongside the obvious link with Canadian musician Adams and his 1985 hit single “Summer of ‘69,” the two share a commitment to sustainability and environmental protection. As well as being named as the Official Logistics Partner for the singer’s “Shine a light” world tour, DHL has also pledged to plant a tree for every concert ticket sold. Concerts are taking place at 75 venues around the world.
John Messum, creative director at 180 Kingsday, said “Creating the campaign to help DHL celebrate their landmark 50th anniversary this year, meant producing something memorable. Working with director Scott Lyon we were proud to deliver a beautifully crafted, fast-paced spot for the brand. It’s a celebration of what happens behind the scenes and the many hands that help make the music.”
